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To deliver better customer service, software has to shape up to business realities and people’s needs

Jack van der Velde, Managing Director, Asia Pacific, Unit4 | May 29, 2015
Business platforms need to cater to the twenty first century business world, which belongs to the service economy.

Business software of the future has to take into account true human-computer interaction. Software developers should understand the psychology behind the way people interact with these systems and build an interface that adapts to employees.

A great example of an organisation innovating its business model for the digital age is Media Prima, a successful Malaysian integrated media investment group with equity in broadcast, print, outdoor advertising and online. Through its media channels, the company reaches a daily audience of 24 million people. With its audience numbers growing steadily and its range of multimedia outlets growing ever more diverse, the group had to ensure efficient production management. Content creation is key to staying ahead of the competition and effective broadcast management is crucial.

Profitability of productions is scrutinised, but the company struggled to track resources effectively when projects went over deadline or overlapped. Manual management meant the financial accounts for production could only be closed after production completion. As a result, monitoring production resources, like equipment and venue, often led to a mismatch between actual spend and what was budgeted. Without the ability to generate reports on the budget and commitment expenditures, managers had limited visibility of the project progress and budget status.

To tackle this problem, Media Prima deployed an ERP system to help fully account for each production after completion and gain visibility, while still in progress. With an automated, transparent and organised system, the teams now generate reports when needed and have instant access to vital information for planning and coordinating productions more efficiently and profitably. This strategic deployment provides full control over resources and enables senior production staff to focus on core duties rather than tracking projects with insufficient data.

The future of the service industry

New technology, enabling smart, simple, business systems, lifts the burden of data management. With automated management systems, this enables businesses in the service industry to focus on bettering core offerings - going beyond and delivering value-added services. Business transformation is necessary to further promote growth. Hence, companies need to build upon the winning combination of technical and social interaction to constantly modernise and empower service professionals to deliver quality customer service.


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