can you please answer the short answers given in the case. I really need help wi
ID: 3880857 • Letter: C
Question
can you please answer the short answers given in the case. I really need help with this
CONCEPTS 4-A Building a Bad System IN ACTION Several years ago, a well-known national real estate company built a computer-based system to help its real turnover among agents had risen by 500% and in exit interviews, many agents mentioned the system as the ison for leaving. The compamy responded by sents sell houses more quickly. The syste which worked in mahy ways like an early version of eliminating the system--with great embarassment. realtor.c houses for sale to find houses matching the buyer's cri- houses that match the buyer's needs. The system teria using a much easier interface than the traditional destroyed the value of this skill by providing a system system. The system also enabled the agent to show the that could enable less skilled agents to perform almost buyer a virtual tour of selected houses listed by the as well as highly skilled ones. Worse still-from the company itself. It was believed that by more quickly viewpoint of the agentthe buer could interact finding a small set of houses more closely matching the directly with the system, thus bypassing the "expertise" buyer's desires, and by providing a virtual tour, the buy of the agent. ers land the agent) would waste less time looking at unappealing houses. This would result in happier buy- Questions ers and in agents who were able to close sales quickly, leading to more sales for the company and .How were the problems with the system missed higher commissions for the agent. om, enabled its agents to search the database of One of an agent's key skills was the ability to find 2. How might these problems have been foreseen The system was designed with input from agents from around the country and was launched with great hoopla. The initial training of agents met with a surge of interest and satisfaction among the agents, and the pro- ject team received many congrat and possibly avoided? In perfect hindsight, given the widespread availa- bility of such systems on the Internet today, what ould the company have done? Six months later, satisfaction with the system had dropped dramatically, absereeeism had increased by mation Technologies," louwnal of Marketing, July 2002, by 300%, and agents were quitting in record numbers; C. Speier and V. Venkatesh. Adapted from: The Hidden Minefields in Sales Force Auto-Explanation / Answer
1) As System is providing the virtual tour of selected houses listed by company it self, this should be explained how they are selecting the houses. Company has taken survey in country how the survey is done is not mentioned, Here the more concern of the agent is that buyers can directly involve with system thus they are not getting benefits of agent's skill .due to system , less skilled agents are also getting benefited.
2)
As System is providing the virtual tour of selected houses listed by company it self, this should be explained how they are selecting the houses here selected houses is confusing , company should provide description of on which criteria houses are shown on virtual tour, there might be a case that company are considering those houses to show on tour for which they find it hard to sell and no agent want to get that deal.considering. how the survey is done is not mentioned, how many agents participated in survey, what are the profile of the agents are missing,here. here the more concern of the agent is that buyers can directly involve with system thus they are not getting benefits of agent's skill ,due to system less skilled agents are also getting benefited.to mitigate this case company should use rating system for agent , also show agent's past deal on the system, so that agent will not have that issue.
3)
Company should provide a virtual tour of houses based on buyers need and requirement, it should not be generalized , it should be specialized.As today many portal are available to compete with them they should provide recommendation System engine in portal this system will analyse the buying and selling behaviour of portal users and create customize behaviour for each of the user. there should be separate portal for buyers and for agent, rating system should be provided so that buyers get benefits of better agents
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