E-CRM Infrastructure Requirements:
Integration of all business function softwares is an essential requirement for organizations. The three fundamental elements of e-CRM infrastructure are customer data computing architecture; business rules for coordinating interactions; and systems and processes that facilitate integration of legacy, analytic, and operational CRM systems. A well established E-CRM infrastructure must enable one to:
- Integrate multiple customer contact points
- Define new business processes and data
- Add new system applications and components
- Support multiple users simultaneously
- Add new data sources
Let us understand the four types of business integration that is prerequisite for an efficient e-CRM infrastructure.
Integration of Customer Content
Without a complete understanding of customer service requirements, a company will be able to offer only mediocre service. In the past, few companies collected lots of customer data but they did not know how to classify and use it for their own benefit. Hence, the proper management, structuring, and integration of customer information is very important. With the advent of e-CRM, companies have begun to structure, integrate and use customer data to derive meaningful results. The integration of customer information will enable organizations to provide improved customer service.
Integration of Customer Contact Information
Contact management refers to capturing, sharing and storing of customer information through electronic means and making it accessible to the entire organization. Contact management opens up various opportunities for customer communication for different departments in a company. The source of customer inquiries can add the Internet, call center or other electronic channels.
Contact management may be used as an effective tool. It ensures the availability of current information on customers. Moreover, customer information can be made available round the clock, throughout the year, through the contact management centers. These centers use a centralized database to reply to information requests, both online and off-line. Maintaining a record of previous transactions will eliminate inconsistencies in contact management.
Integration of the Extended Enterprise
With the growing emphasis on high level of customer service, cross functional process integration is becoming important. The Internet offers opportunities for companies to integrate their sales and service. Organizations have to look beyond integration of their own business processes and should also focus on enhanced collaboration and sharing of customer information with their vendors and business partners. To take advantage of extended enterprises, organizations must employ inter-enterprise integration applications. These applications will facilitate easy communication and collaboration with the vendors and partners through the Internet.
Integration of Systems
Organizations require a complete CRM solution that can provide them with a thorough understanding of customers. This calls for the integration of telephone, web, and database technologies. Integration in this context refers to the complete product and service information that is shared across various delivery channels.
The four enabling technologies for integrating systems are:
Legacy systems
Most organizations have old systems that have to be integrated into the CRM infrastructure. Messaging tools and middleware are used for integrating the old systems into the CRM infrastructure. These tools help in increasing the efficiency of data extraction from the legacy systems.
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