hp_crm_architecture - CRM architecture for enterprise...

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Unformatted text preview: CRM architecture for enterprise relationship marketing in the new millenium technical white paper by rose janjicek hp executive overview . . . . . . . . . . . . . . . . . . . . . . . . .3 introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 evolution of CRM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 what is advanced customer relationship management? . . . . . . . .6 principles for building strong customer relationships . .11 hp’s customer relationship model . . . . . . . . . . . . . . . . . . . . .11 basic CRM is step number 1 . . . . . . . . . . . . . . . . . . . . . . . .12 principle’s based CRM value chain . . . . . . . . . . . . . . . . . . . .13 CRM architecture for an effective customer experience .15 CRM reference model for the telecom industry . . . . . . .17 critical success factors . . . . . . . . . . . . . . . . . . . . . . . .21 conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22 2 executive overview The paradigm shift from business focus to a customer focus has result- ed in Customer Relationship Management (CRM) being on the corpo- rate agendas across all major industries, and most visibly in consumer- based businesses. Forester and Gartner predict that business will spend $11B by 2002 † . What is driving this level of investment? How did we get here? Where should we focus our expenditures and resources to get the most out of CRM initiatives, and not fall victim to the latest technology spending “fad”? Electronic business has grown at an exponential rate such that the lat- est forecast is that by 2003, the amount of commerce conducted over the web will top $3 trillium (Gartner Group). Merchants can get to market faster with new products and services, expand revenue chan- nels, extend reach globally, improve customer service, enhance cus- tomer loyalty and reduce cost. Many definitions of CRM exist and therefore HP has taken the many definitions of CRM and defined Enterprise CRM to be a business strategy that involves focusing knowledge business processes, and organizational structures around customers and prospects enterprise-wide. As the customer relationship becomes more electronic in nature cus- tomers want innovative, clever and convenient ways of doing business. Industries are experiencing the challenge of ATM machines not remem- bering that the preferred language is English or that a telephone switch has no concept of customer. Therefore a second paradigm shift towards effective and electronic Customer Interaction, which provides the ability to have a personalized dialogue/conver- sation with each individual customer seamlessly across chan- nels/touchpoints and over time has evolved. Based on this definition, Hewlett Packard has developed an industry-based Reference Model accompanied with a principles- based Functional Architecture for CRM and Customer Interaction....
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hp_crm_architecture - CRM architecture for enterprise...

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