华中科技大学：《项目管理》Chapter 12 Initiating

COURSE TECHNOLOGY THOM.ON LtACNINIC Chapter 12 Initiating THE I T, TERCHER S PET 为弄成 Copyright Course Technolo gy 2001

Copyright Course Technology 2001 1 Chapter 12: Initiating

COURSE TECHNOLOGY THOM.ON LtACNINIC Opening case Chapters 12-15 are all based on a real case study Fay Beauchine, VP of reservations at Northwest Airlines(NWA), sponsored the ResNet projects Peeter Kivestu, a marketing director, was the project manager for ResNet ResNet was the first information technology project led by non-technical managers at NWA THE I T, TERCHER S PET 为弄成 Copyright Course Technolo gy 2001

Copyright Course Technology 2001 2 Opening Case • Chapters 12-15 are all based on a real case study • Fay Beauchine, VP of Reservations at Northwest Airlines (NWA), sponsored the ResNet projects • Peeter Kivestu, a marketing director, was the project manager for ResNet • ResNet was the first information technology project led by non-technical managers at NWA

COURSE TECHNOLOGY What Is Involved in project THOM.ON LtACNINIC Initiation Initiating is the process of recognizing and starting a new project or project phase It is critical to ensure that the right kinds of projects are being initiated for the right reasons It is better to have moderate or even a small amount of success on an important project than huge success on an unimportant one THE I T, TERCHER S PET 为弄成 Copyright Course Technolo gy 2001

Copyright Course Technology 2001 3 What Is Involved in Project Initiation? • Initiating is the process of recognizing and starting a new project or project phase • It is critical to ensure that the right kinds of projects are being initiated for the right reasons • It is better to have moderate or even a small amount of success on an important project than huge success on an unimportant one

COURSE TECHNOLOGY Supporting explicit business THOM.ON LtACNINIC Objectives The most important reason for initiating It projects is to support explicit business objectives NWA was having financial difficulties in the early 1990S, so reducing costs was a key business objective ResNet would help stop the financial drain caused by the reservation call centers THE I T, TERCHER S PET 为弄成 Copyright Course Technolo gy 2001

Copyright Course Technology 2001 4 Supporting Explicit Business Objectives • The most important reason for initiating IT projects is to support explicit business objectives • NWA was having financial difficulties in the early 1990s, so reducing costs was a key business objective • ResNet would help stop the financial drain caused by the reservation call centers

COURSE TECHNOU ev Table 12-1. Initiating Processes THOM.ON LtACNINIC and outputs KNOWLEDGE AREA PROCESS OUTPUTS Scope Initiation Project Charter Project Manager Identified/ Assigned Constraints Assumptions THE I T, TERCHER S PET 为弄成 Copyright Course Technolo gy 2001

Copyright Course Technology 2001 5 Table 12-1. Initiating Processes and Outputs

COURSE TECHNOLOGY Background on Northwest THOM.ON LtACNINIC Airlines(nwa) Northwest Airlines is the worlds fourth largest airline and america's oldest carrier In 2001, NWA had over 53,000 employees worldwide The reservation system used 3, 000 dumb terminals in the early 1990s The reservation process was becoming more complex, and the call centers were losing money THE I T, TERCHER S PET 为弄成 Copyright Course Technolo gy 2001

Copyright Course Technology 2001 6 Background on Northwest Airlines (NWA) • Northwest Airlines is the world’s fourth largest airline and America’s oldest carrier • In 2001, NWA had over 53,000 employees worldwide • The reservation system used 3,000 dumb terminals in the early 1990s • The reservation process was becoming more complex, and the call centers were losing money

COURSE TECHNOLOGY THOM.ON LtACNINIC Background on resnet The reservation system before ResNet was PARS Reservation agents had to use cryptic commands to use the old system all information was on one character-based screen Deregulation and new marketing initiatives complicated the reservation process Call times were increasing THE I T, TERCHER S PET 为弄成 Copyright Course Technolo gy 2001

Copyright Course Technology 2001 7 Background on ResNet • The reservation system before ResNet was PARS • Reservation agents had to use cryptic commands to use the old system • All information was on one character-based screen • Deregulation and new marketing initiatives complicated the reservation process • Call times were increasing

COURSE TECHNOLOG THOM.ON LtACNIPdO FIgure 12-1. Samp le reservation Screen before resnet 2JN-JR下 T JAX/TYO ET*求 ENX/SGL 44559爵而2g95 N芦陋的卜Tssp|4744 芦c,爵hTs2s|744 47的9陷J世芹"9S 州2K9认8454487s 而頂9,Y9的卜RT12s2s4744 THE I T, TERCHER S PET 为弄成 Copyright Course Technolo gy 2001

Copyright Course Technology 2001 8 Figure 12-1. Sample Reservation Screen Before ResNet

COURSE TECHNOLOGY THOM.ON LACNIN Focus on Making Direct Sales Fay Beauchines' vision was to change the focus of the call centers from just information and service to sales Making a direct sale saved nwa commission fees of 13% plus 18% in overhead cost savings a new reservation system was needed to help agents make direct sales THE I T, TERCHER S PET 为弄成 Copyright Course Technolo gy 2001

Copyright Course Technology 2001 9 Focus on Making Direct Sales • Fay Beauchines’ vision was to change the focus of the call centers from just information and service to sales • Making a direct sale saved NWA commission fees of 13% plus 18% in overhead cost savings • A new reservation system was needed to help agents make direct sales

COURSE TECHNOLOGY THOM.ON LtACNINIC Staffing a new project Fay selected Peeter Kivestu, a marketing director at NWA, as the resNet project manager Peeter's strategy was to prove the concept of resNet first with a prototype Peeter asked arvid lee. a senior member of the is department, to lead the is team on the resNet projects Kathy(Krammer )Christenson, a marketing analyst, become the resnet application development manager THE I T, TERCHER S PET 为弄成 Copyright Course Technolo gy 2001

Copyright Course Technology 2001 10 Staffing a New Project • Fay selected Peeter Kivestu, a marketing director at NWA, as the ResNet project manager • Peeter’s strategy was to prove the concept of ResNet first with a prototype • Peeter asked Arvid Lee, a senior member of the IS department, to lead the IS team on the ResNet projects • Kathy (Krammer) Christenson, a marketing analyst, become the ResNet application development manager