Enterprise Information Systems: Appunti di Sistemi

are: 1) Manage multiple channels of interaction with customer; 2) Provide a unified view of the customer across the

enterprise; 3) Analyze information collected to improve campaigns, services, products.

CUSTOMER SERVICE LIFE CYCLE

One aspect of the CRM is the (CSLC) that is a framework to understand the tasks a CRM

ENGAGEMENT

can be useful for. It is made up of 4 phases that are: (creating customer awareness of the product),

TRANSACTION FULFILL SERVICE

(all activities associated with the purchase process), (delivery of the product) and

(support). These phases are referred as a cycle because one round often leads to another one.

OPERATIONAL COLLABORATIVE

The CRM has 3 main components that are: (day-to-day interactions with customers),

ANALYTICAL

(help organization interact and collaborate with their customers. Mail or chats or VoIP) and (tech or

DATA MINING

processes organizations can use to analyze customer data // examples of technologies and processes are =

.

discover patterns and groups in the data stored in a data warehouse EX. se in un certo periodo i clienti comprano un set di cose

CUSTOMER SEGMENTATION

// = allows organizations to group customers that share certain

cercherò di aggregarle CUSTOMER PROFILING

characteristics. // =

EX. Faccio pubblicità personalizzate per un certo target quindi servizi o prodotti diversi.

provide a picture of the customer through data collected from interactions with customers. It allows anticipating clients

and customer behavior). ON-PREMISE,

The implementation of the CRM system can be when the CRM is acquired and developed for the

ON-DEMAND,

organization (high costs for development and maintenance), or when the CRM works through Internet (It

allows to eliminate costs related to development and maintenance but it permits to use only the standard functions).

PRO: satisfaction from the customers (personalized products), faster response time, maximization of profit thanks to

CONS:

reduced costs related to clients acquisitions and service customers and cross-selling. Implementation of CRM

system very difficult, CRM structure should be scalable.

CUSTOMER MANAGED INTERACTIONS

The (CMI) let the customer store and manages data about themselves in order, for

the customer, to obtain personalized services, save money or convenience.

Chapter 13. Introduction to E-Business

E-Business means interactions and transactions via electronic devices. E-businesses can be divided into B2C, B2B, C2C and

G2C (Government-to-Constituent as a citizen, a business or another agency). Another way to divide this kind of business is

BRICKS AND MORTAR BRICKS AND

the one based on the level of online and offline structure: (only physical location),

CLICKS CLICK ONLY

(both), (online business only). Another way to classify e-business is with the business model that

represents the way the organization functions and creates value (market, product offered, strategies adopted, key

business processes). The success of an e-business depends on: user-friendliness, the bandwidth of the consumer and the

CRITICAL

interoperability (ability of heterogeneous systems to communicate with one other). E-Business has to attract

MASS, E-channel compression

so sufficient buyers and sellers. Internet and E-business has brought changes like the

E-channel expansion

(distribution chain shortened because of the elimination of some intermediaries) and (addition of

intermediaries that aggregate and provide information like TriVaGo). To be successful an E-business has to be: secure,

easy to use, a good overall look, not full of too much information but neither too less and has to avoid banners, extra

software to be seen, dead links or requiring login.

B2B E-business EDI

includes SCM and the different firms included in the supply chain communicate thanks to (Electronic

Data Interchange), which includes documents like bills, purchase order, invoices and so on. EDI offers the possibility to

exchange documents of different format through an outbound and an inbound transformation. Today EDI allow multi-

partner communications.