Priority Determination of Application Candidate Using Ward and Peppard’s Composite Matrix Portfolio and Business Process Analysis for Customer Relationship Management (CRM)

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INTRODUCTION
An organization or corporate always develops the technology that used to support all activities. However, the information system which is often developed not suitable for the needs. One of the critical aspects of an organization or corporate is the customer. Customer Relationship Management (CRM) is one of the business strategies that prioritize the relationship with the customer [1]. According to Kotler and Keller, CRM enables the corporate to manage the detailed information about each customer and maximize the service [2].
One of the CRM applications is in the college [3], some previous researches have discussed the implementation of the Zachman Framework in college [4][5] and the use of CRM with Zachman Framework in college [6][7]. The use of information technology is useful to achieve the CRM so that it can run well [8].
Computer Science Department of University of Lampung has developed information systems, but it has not implemented CRM, to perform the CRM design, an application candidate analysis is required, before it is designed using Zachman Framework on further phases.
The determination of the priority of application candidate in this research is using the Ward and Peppard's Composite Matrix Portfolio and Process Business Analysis. Ward and Peppard's Composite Matrix portfolio is one of methods to establish the application portfolio so that it can be identified for what kinds of the role or contribution of each existing application candidate toward that corporate, before determining the application candidate that will be designed, a business process analysis is conducted at the Computer Science Department.
Ward and Peppard describe each element in Composite Matrix portfolio as follow.
1. Strategic, indicates that applications are in a critical position toward the success of the business organization. 2. Key Operational, indicates that the built-application to support the business operations and to help avoid any weaknesses. This in-quadrant application is the application that should be owned by every organization to be able to survive in business competition.
3. Support, indicates that the application can improve the management efficiency and, but it is not a must-have application.

High
Potential, indicates that application may be able to create new business opportunities in the future, but it has not been proven yet. In general, Composite Matrix portfolio will help the organization to analyze the running application or the pre-existing application which will be planned or will be built into the four quadrants, so that the organization will be able to identify the level of application importance in the organization [9].

RESEARCH METHODS
The Research phases to obtain the application priority using Ward and Peppard's Composite Matrix portfolio are as follow, shown in Figure 1. The research phases that will be conducted are as follows.

A. Planning
The planning phase in the form of determining the research location and research scope.

B. Situation Analysis
The situation analysis includes the identification of organizational key information, SWOT analysis and value chain analysis based on the business process chart in the Computer Science Department [10].

C. Customers Identification in the Computer Science Department and Scope of CRM process
The researchers identify the individuals who become the customer in the Computer Science Department by interviewing the head of the Computer Science Department and determining the scope of CRM that will be discussed.

D. Selection of ISO 9001:2008 Quality
Procedure and Quality Procedure of Quality Management Representative (QMR) After knowing the kinds of business processes which are available in Computer Science Department via value chain analysis, the researchers then classify 78 existing quality procedures according to the scope of the business process and conduct the selection toward the ISO 9001:2008 quality procedure and quality procedure of quality management representative which is related to the customer.

E. Analysis of Each Quality Procedure implementation
Each quality procedure as the result of the previous process becomes the input for implementation analysis.
In the implementation analysis, it will be seen of how that implementation process runs in current time, and then which problems occur with the process that time, also the activity which is required to be conducted to improve the condition.

F. Application Candidate
The result of implementation analysis is in the form of application candidate/ information system which is originated from the case solution that can be solved with the information system.

G. Ward and Peppard's Composite Matrix Portfolio
That application candidate is then mapped in four quadrants using Ward and Peppard's Composite matrix portfolio.

H. Application Priority
The next phase is grouping the application into two categories namely the main priority application and not main priority application based on the results of the mapping of Ward and Peppard's Composite matrix portfolio.

A. Planning
The research is conducted in the Computer Science Department of University of Lampung.  Based on the business process chart in Figure  2, the business process in the Computer Science Department is grouped five core value chain according to the standard as shown in Figure 3.

C. Customer Identification and scope of CRM
The customers from the Computer Science Department are students, graduates and external agencies/corporates of where graduates work. The range of CRM to be discussed includes two timings that are during the core process of lectures and post lecture process which is for the graduates of the Computer Science Department. From the 27 quality procedures that are selected from the previous phase, further, it is analyzed one by one which is associated with the current implementation, the constraints that occur with the present application and possible activities to improve the use of the quality procedure.

F. Application Candidates
After analyzing the implementation, the obtained solutions are then separated between problems that can be solved with the information system and problems that cannot be solved by the information system. Solutions from the problems that can be solved by information system then produce 14 application candidates. Those information systems are: 1.

G. Portfolio of Ward and Peppard's Composite Matrix
After obtaining 14 application candidates/information systems from the analysis of quality procedure related to the customer, then the researchers conduct a mapping of information systems into the quadrants of Ward and Peppard' Composite Matrix. The mapping on each information systems into four quadrants of Ward and Peppard's Composite Matrix requires questionnaires. In this research, six individuals become the respondents, they are the head of the Computer Science Department for several periods. In table 2 and 3, we can check the questions delivered by each respondent. Table 2. Guide of general questions for the determination of Composite Matrix Portfolio (Ward & Peppard, 2002).

A
Are the results visible for the business profit competitiveness? B Is it possible to achieve a specific business goal and/or critical success factors? C Can it solve the business constrains related to the competition? D Avoiding business risk in the future so that it will not arise in the short time? E Iincrease business productivity and reduce the costs? F Is it possible for the department to meet the needs? G Make it possible for the unseen profit today but it could probably have resulted in point (a) or (b) above? Table 3. Guide of general questions for determination Composite Matrix Portfolio (Ward & Peppard, 2002).

Items Specific Questions I
If it is implemented, what is the profit of the business and has the way to achieve been visible? Ii If it is failed to meet the goal, is it risking the business and can it be identified?
Steps to answer the questionnaire are as follows.
1) Answer the question based on the observation on the current condition of Department and projection of the department in the future. 2) Select one of the most relevant answers with the information system from the seven questions which are delivered on each information system by marking it with checklist sign ( √ ). 3) If the answer in the item "A" or "B" is "Yes" (general question), then answer the question in item 1 (specific question). 4) If the answer in item "F" is "Yes" (general question), then answer the question in item 2 (specific question).
After obtaining the answers from each respondent, then the results of the questionnaire are recapitulated and interpreted. Table 4 is the result of the recapitulation of the survey, the letter "Y" refers to the maximum number of checklists for each information system.
1) If it implemented, what is the profit of the business and has the way to achieve been visible? (Y-Strategic, N-High Potential). 2) If it is failed to meet the goal, is it risking business, and can it be identified? (Y-key operational, N-support). If there are two "Y" answers for specific information system provided in table 3.4, then the obtained answer is a lower priority quadrant, under the consideration that the support quadrant and the high potential quadrant have the lower priority levels than the strategic quadrant and key operational quadrant. Table 6 is the result of the mapping of Ward and Peppard's Composite Matrix for each information system which is divided into four quadrants appropriate to the level of priority in the Computer Science Department.