Customer relationship management architecture

Customer Relationship Management – Architecture And Its Frame Work - Fibre2Fashion

customer relationship management architecture

Building on previous research and using comprehensive literature research, we develop a CRM reference architecture that focuses on the process and system. the customer relationship management (CRM) system. • Understand the components and architecture of CRM systems. • Examine the CRM life cycle and its. Basics of CRM applications, their architecture and comparison of various CRM products.

Because most service providers cannot cover an entire customer process, or do not want to cover it due to a focus on certain core competencies, collaboration with other service providers that offer complementary products and services is necessary. We distinguish among three categories of CRM processes: Processes with direct customer contact that are designed to cover part of the customer process campaign management, sales management, service management, complaint management.

Processes with direct customer contact that are not designed to cover part of the customer process, but to fulfill supporting functions within the CRM context market research, loyalty management. Processes that consolidate and analyze customer knowledge that has been collected in other CRM processes.

customer relationship management architecture

The analysis results are passed on to the CRM delivery and support processes as well as to the service innovation and service production processes to improve their effectiveness customer scoring and lead management, customer profiling and segmentation, feedback and knowledge Next, we provide a short overview of each CRM process.

In contrast with transaction marketing, relationship marketing is based on interactive, individualized contacts [8, p. We define it as the planning, realization, control, and monitoring of marketing activities aimed at known recipients, who are either current or prospective customers.

Marketing campaigns are individualized one-to-one marketing [15] or segment-specific, usually use different communication channels, and offer at least one communication channel for feedback from the recipients to allow interaction. Campaign management addresses the need articulation phase of the customer process.

The objectives of sales management are to understand the needs of a current or prospective but known customer as completely as possible, to consult the customer on possible alternatives with which to satisfy his needs, and finally to submit an offer, and close a deal. Therefore sales management covers the customer process phases of need articulation, evaluation, and buying. Service management is the planning, realization and control of measures for the provision of services. Examples include contract management and information services in the after-sales phase.

The objectives are to improve customer satisfaction in the short-run by directly addressing problems that led to complaints, and to support a continuous improvement process in the form of feedback management to avoid complaints in the long-run. Complaint management primarily addresses the using phase of the customer process.

Customer relationship management architecture (system level) | Download Scientific Diagram

Market research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company [10, p. Loyalty management is the planning, realization, control, and monitoring of measures to optimize the duration and intensity of relationships with customers. CRM analysis processes Lead management is the consolidation, qualification, and prioritization of contacts with prospective customers. Contacts may be received from campaign management or other sources, e.

The objective is to provide sales staff with a qualified and prioritized list of presumably valuable prospective customers to allow them to be precisely and effectively addressed within the sales management process.

In contrast to lead management, the objective of customer scoring is to prepare a list of current customers who may be interested in a specific product or service.

Thereby, customer scoring takes advantage of the cross-selling potentials of current customers and offers a means with which to address customers more precisely to decrease contact costs and increase customer satisfaction.

Customer profiling is the analysis of current knowledge about customers in order to classify and characterize each customer, for example with regard to his value for the company, loyalty, and preferences regarding products and communication channels. Campaign management, sales management, service management, complaint management, and loyalty management processes use the results of customer profiling to address customers in a more personalized way.

Conversely, the objective of segmentation is the development of homogenous customer segments that have different product and service needs [10, p. Feedback management is responsible for the consolidation and analysis of knowledge from customers, which is collected in the CRM delivery processes, particularly in the complaint management process.

Multi-channel management is a cross-functional activity and is responsible for the synchronization of the CRM delivery and support processes. It is the coordinated development, design and control of product and knowledge flows to and from customers over different media and communication channels [7, p.

For effective CRM, the implementation of a closed knowledge loop is essential. Knowledge about customers that is collected in the CRM delivery and support processes has to be passed on to the analysis processes. It is analyzed there and the results are channeled back to the delivery and support processes in the form of recommendations for action. To increase effectiveness, only knowledge that is needed to make recommendations should be collected and analyzed.

Customer relationship management architecture system level. Performance management is the management process for all CRM processes. It enables the integrated control and monitoring of, as well as the resource allocation to the CRM processes as described by Shaw and Reed [20]. The foundation of performance management is an activity-based costing ABC to determine the profit contribution made by the customers and activities within the scope of the CRM processes.

customer relationship management architecture

After the description of CRM processes, we now turn to the necessary information systems to support these processes. Proceedings of the 38th Hawaii International Conference on System Sciences - 4 On the system level we differentiate between three categories of information systems that are relevant to CRM Figure 2: According to the Metagroup, CRM systems can be classified into the following three sub-categories [19]: They comprise solutions for marketing, sales and service automation, e.

They therefore support the CRM analysis processes. Moreover, we analyze the financial services industry and their description three CRM case studies in Swiss and German financial by means of the CRM architecture.

Management, and Customer Profitability Management. We thereafter develop the architecture and a case example. CRM architecture for the process and system levels. Thus, we provide an holistic picture of CRM over the Keywords: Customer Relationship Management, levels strategy, processes and information systems [11]. Knowledge Management, Performance Management. In the third section we describe our case study sites, as well as the results of our analysis in the form of three 1.

Section four concludes with a summary, a critical reflection of the results, and further research Increasing competition and decreasing customer opportunities. Customer Relationship Management in focuses on the nurturing of customer relationships.

Over the past few years CRM has played an 2. Strategic objectives increasingly important role in the financial services industry. Their performance is predominantly satisfaction of customer needs in order to generate influenced by the underlying supply of knowledge on maximum profits. Managing the collection, storage the lifetime of the relationship. CRM to exploit its potential.

To integrate marketing, sales, and service activities, CRM requires the strong integration of business Figure 1.

customer relationship management architecture

Customer relationship management architecture process level. Processes KM researchers and in two two-day workshops with six financial services companies.

customer relationship management architecture

The architecture presented is the further The process level Figure 1 incorporates business development of an earlier architecture developed in a processes that are regarded as relevant to CRM in most joint research project with several German and Swiss of the literature analyzed. The system level section financial services companies [5][6]. The architecture is 2. A customer process therefore management. Campaign management addresses the determines the required products and services that a need articulation phase of the customer process.

Because most service understand the needs of a current or prospective but providers cannot cover an entire customer process, or known customer as completely as possible, to consult do not want to cover it due to a focus on certain core the customer on possible alternatives with which to competencies, collaboration with other service satisfy his needs, and finally to submit an offer, and providers that offer complementary products and close a deal.

Therefore sales management covers the services is necessary. Service the customer process campaign management, management is the planning, realization and control of sales management, service management, complaint measures for the provision of services. Processes with direct in the after-sales phase.

The market research, loyalty management.

Architecture for Customer Relationship Management Approaches in Financial Services

Processes that short-run by directly addressing problems that led to consolidate and analyze customer knowledge that complaints, and to support a continuous improvement has been collected in other CRM processes. The process in the form of feedback management to avoid analysis results are passed on to the CRM delivery complaints in the long-run. Complaint management and support processes as well as to the service primarily addresses the using phase of the customer innovation and service production processes to process.

Market research is the systematic design, Next, we provide a short overview of each CRM collection, analysis, and reporting of data and findings process. CRM delivery processes Loyalty management is the planning, realization, control, and monitoring of measures to optimize the In contrast with transaction marketing, relationship duration and intensity of relationships with customers.

We define it as the planning, migrating to competitors at an early stage. Marketing campaigns are individualized one-to-one marketing [15] or Lead management is the consolidation, segment-specific, usually use different communication qualification, and prioritization of contacts with channels, and offer at least one communication channel prospective customers.

Contacts may be received from for feedback from the recipients to allow interaction. In contrast to lead customers, which is collected in the CRM delivery management, the objective of customer scoring is to processes, particularly in the complaint management prepare a list of current customers who may be process. The results feed a continuous improvement interested in a specific product or service. It is the Customer profiling is the analysis of current coordinated development, design and control of knowledge about customers in order to classify and product and knowledge flows to and from customers characterize each customer, for example with regard to over different media and communication channels [7, his value for the company, loyalty, and preferences p.

For effective CRM, the implementation of a closed Campaign management, sales management, service knowledge loop is essential. Knowledge about management, complaint management, and loyalty customers that is collected in the CRM delivery and management processes use the results of customer support processes has to be passed on to the analysis profiling to address customers in a more personalized processes.

It is analyzed there and the results are way. Conversely, the objective of segmentation is the channeled back to the delivery and support processes in development of homogenous customer segments that the form of recommendations for action. To increase have different product and service needs [10, p. Customer relationship management architecture system level. Performance management is the management the customers and activities within the scope of the process for all CRM processes.

It enables the CRM processes. The foundation of these processes. This category comprises systems that support collaboration among employees, On the system level we differentiate between three e. CRM systems, knowledge groupware systems.

This category comprises systems planning ERP and transaction systems. They comprise solutions for structured information on customers, e. On the one hand, this data is needed in customer interaction centers. On the other hand, the CRM knowledge about customers for a better delivery and support processes need access to all understanding of each customer and his behavior. Examples are data warehousing, needs. In contrast, KM systems support the collection, 3. This knowledge is especially October in a study of three Swiss and German needed in the CRM delivery processes to satisfy financial services companies Table 1.

Site selection customer needs. For example, the sales management was based on a willingness to cooperate [23] and on needs detailed knowledge of the products available in the role and use of customer knowledge in CRM.

To order to offer customers effective consultation in ensure comparability, we focused on CRM in the respect of their needs.

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We distinguish between four retail banking segment of the respective companies. This category comprises systems for the 3.

Data collection management, sharing, and use of semi-structured, digital content, in particular document In all three cases, data was collected through semi- management systems DMS and content structured interviews with key informants and a management systems CMS. This category comprises systems charts, and system charts. To central semi-structured interviews. What are the strategic objectives and management systems and expert directories.

Which information systems are used and implementation measures? Overview of case sites. Data analysis use of customer knowledge: We describe each type and present case data from each case study site was undertaken. The examples in line with the CRM architecture. The validity this paper.

CRM as Customer Satisfaction case data.