If the aims established are to be achieved,
CRM solutions must be firmly integrated in the business context, in
particular in two areas:
  System
integration: in this regard all the information available on
customers must be kept in a consolidated and accessible format to
unify and follow up on the entire relationship cycle through corporate
systems:
- All the information gleaned from transactional and customer relationship
systems is stored, queried and analysed with data
warehouse and data mining systems. Such integration provides
for a dual competitive edge: these systems incorporate marketing,
sales and service strategies to CRM solutions, which in turn feed
back into data warehouse and data mining system information flows.
- Transactional systems span all
an organisation's management processes, such as billing and collection,
provision of services, incident management, operation and maintenance,
logistics, human resources ... which must be interrelated to obtain
a comprehensive view, on the one hand, of the information processes
that affect customers, and on the other of business structure, policy
and management.
- Support and control systems:
call centre (CTI, IVR, automatic dialling, recording, MIS, WFMS),
support tools (OA, e-mail, fax server), workflow systems, document
management systems, GIS systems,...
The links between different corporate systems and CRM solutions are
established with proprietary tools or middleware, maintaining a uniform
information structure without altering established business processes
and thereby solving the problems posed by complex integration.
Channel
integration: on this front particular attention must be lent
to the application of new technologies such as:
CTI (Computer Telephony Integration) whereby the information associated
with the contact and available in communications systems (caller number,
number dialled, information gathered in the support process etc.)
is made available to the CRM systems so it can be handled jointly
and in a co-ordinated fashion with the rest of the information on
the customer. Such integration is requisite to the implementation
of many functions, such as: automatic caller identification, simultaneous
display of their details on the screen, voice and data transfer between
agents, automatic dialling, enhanced possibilities in call control
logic, availability of telephone functions in the IT terminal, integration
of business statistics and call-related activity, etc…
- IVR systems make it possible to automate simple contacts or part
of the processes to be conducted over the phone. Such systems can
be used as virtual operators to gather valuable information that
can be incorporated into the system.
- The incorporation of the Internet involves implementing e-commerce,
multi-media helpdesk, video call centre, unified messaging, telemarketing,
mass access remote sales and similar applications over a new channel,
all in line with the relationship strategy and processes defined
by the organisation in connection with customers, suppliers and
agents. This affords competitive advantage based on the differentiation
of traditional services, made almost immediately available to a
large market at a lower cost, under a centralised customer information
management scheme with uniform characteristics regardless of the
channel used to make contact. CRM products include tools for implementing
e-business solutions that are both integrated with the other CRM
system modules and capable of personalising the various areas of
operation (marketing, sales and customer support) in keeping with
the customer profile.
Integration in the business context.
CRM solutions:
Vantive
- Lógica
- Siebel
- Oracle
- Clarify
CTI
integration:
- Lucent Technologies
- Genesys
- NexuS CTI
- Geotel
- Cisco Systems
System
integration:
- EAI:
Forté
IBM
CNT
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