It was late. Sally Fukuyama, assistant director of marketing, knocked on the slightly open door of Jim Watanabes office. Jim was the project director for the No Customer Escapes customer loyalty system for Petrie Electronics.

Yeah, come in, Jim called.

Hi, Jim, Sally said, pushing the door open further. Are you getting ready to leave?

Well, I was thinking about it, but something tells me that Im probably not leaving any time soon. Whats up?

I just got an e-mail from John [John Smith, the head of marketing at Petrie]. He has a whole bunch of reports he wants this system to generate, Sally replied. She took the stuffed manila folder in her hand and dropped it on Jims desk.

What is all this? he moaned.

John says all of these reports are absolutely essential. He says you should be able to generate all of the necessary data from the new customer loyalty system.

It will take forever to work out the specific designs on all of these reports, Jim said. Im going to need a lot of help on this. Jim dropped the folder on his desk.

Sorry, Jim, Sally said. Ill help you tomorrow, but I really need to go.

OK, bye, Jim said, as Sally left his office.

He opened the folder and started to look at what was there. Some of the report requirements were more complete than others. One of the reports near the top of the heap focused on listing the best customers, based on how much they had spent in a particular month. Ill start with this one, Jim thought. I think Ill do a quick design in Excel.

Jim worked on the report design for 15 minutes. His first cut is shows below, followed by the high-level summary report, which lists only the names of the customers, where they are from, and the total they spent during a given month. The last example shows the details of what each customer bought.

Case Questions:

How would you make these reports look better?

Brainstorm at least two other reports that would be useful for this system, and create a simple design.

Using our text and any other materials you can find, make a list of the 10 most important things to consider when designing reports.

Are you, or one of your friends/family the member of a customer loyalty program (such as airline frequent flyer, hotels, etc)? Find an example of a summary sent to customers that shows their loyalty status (such as points, miles, etc), and identify all of the data elements needed to create the report and use that information to create a simple E-R diagram.

Petrie's Best Customers by Monthly Purchases March 2017 4 5 Customer 6 Customer Name Customer ID Home City State Total 7 Francesca Jones43218765-991 New OrleansLA 8 Ahmad Walgreens 12345678-990 Yuba City CA 2134.35 9 Wilma Sanchez 10 Sylvia Pollock 11 William Peace 12 Jose Gonzalez 13 D'Andre Martinez 14 John Smith Grand 3327.65 45645699-990 Lamoni 2038.75 1988.94 1645.87 1543.34 1109.15 1065.34 IA Los Angeles CA Tampa Atlanta New York Las Vegas FL GA NY NV Detail report Summary report Sheet3