crm architecture for enterprise relationship marketing in the new millenium

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1、CRMarchitectureforenterpriserelationshipmarketinginthenewmilleniumCRMarchitectureforenterpriserelationshipmarketinginthenewmilleniumtechnicalwhitepaperbyrosejanjicekhpexecutiveoverview.........................3introduction................................4evolutio

2、nofCRM.................................4whatisadvancedcustomerrelationshipmanagement?........6principlesforbuildingstrongcustomerrelationships..11hp’scustomerrelationshipmodel.....................11basicCRMisstepnumber1........................12principle’sbasedCR

3、Mvaluechain....................13CRMarchitectureforaneffectivecustomerexperience.9><>15CRMreferencemodelforthetelecomindustry.......17criticalsuccessfactors........................21conclusion.................................222executiveoverviewTheparadigmshiftfr

4、ombusinessfocustoacustomerfocushasresult-crmedinCustomerRelationshipManagement(CRM)beingonthecorpo-architecturerateagendasacrossallmajorindustries,andmostvisiblyinconsumer-basedbusinesses.ForesterandGartnerpredictthatbusinesswill??spend$11Bby2002.Whatisdrivingthi

5、slevelofinvestment?Howdidwegethere?WhereshouldwefocusourexpendituresandresourcestogetthemostoutofCRMinitiatives,andnotfallvictimtothelatesttechnologyspending“fad”?technicalElectronicbusinesshasgrownatanexponentialratesuchthatthelat-whitepaperestforecastisthatby20

6、03,theamountofcommerceconductedoverthewebwilltop$3trillium(GartnerGroup).Merchantscangettomarketfasterwithnewproductsandservices,expandrevenuechan-nels,extendreachglobally,improvecustomerservice,enhancecus-tomerloyaltyandreducecost.ManydefinitionsofCRMexistandthe

7、reforeHPhastakenthemanydefinitionsofCRManddefinedEnterpriseCRMtobeabusinessstrategythatinvolvesfocusingknowledgebusinessprocesses,andorganizationalstructuresaroundcustomersandprospectsenterprise-wide.Asthecustomerrelationshipbecomesmoreelectronicinnaturecus-tomer

8、swantinnovative,cleverandconvenientwaysofdoingbusiness.IndustriesareexperiencingthechallengeofATMmachinesnotremem-beringthatthepreferredlanguageisEnglishorthat