July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. The main point for solution of 3...

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E-business – part 2E-business – part 2Doc.Dr.Ivana Švarcová,CSc.Doc.Dr.Ivana Švarcová,CSc.

The main point for solution of 3 option:The main point for solution of 3 option:

-- When evaluating these various solutions, When evaluating these various solutions, you should not only consider the cost of you should not only consider the cost of the package but how much it will cost to the package but how much it will cost to customize it to suit your individual needs. customize it to suit your individual needs.

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- Often what looks like an inexpensive setup Often what looks like an inexpensive setup at the outset can end up eating away at at the outset can end up eating away at your budget as you try to add new features your budget as you try to add new features or redo the designor redo the design

- Make sure you have room to grow. Are Make sure you have room to grow. Are there better, stronger, and faster options there better, stronger, and faster options available to you if your business expands available to you if your business expands (you should be so lucky!)? Find out before (you should be so lucky!)? Find out before you take the plunge. you take the plunge.

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Building Your Customer BaseBuilding Your Customer Base So your online store is finally up and So your online store is finally up and running. Good work! running. Good work!

Unleash the confetti and champagne corks Unleash the confetti and champagne corks — you deserve it— you deserve it

But once you're finished celebrating, But once you're finished celebrating, there's still work to be done. Now you there's still work to be done. Now you need to get your customers to actually visit need to get your customers to actually visit the site. the site.

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How do you know if your advertisements How do you know if your advertisements and marketing tactics are working (i.e., and marketing tactics are working (i.e., making you money)? making you money)?

To be truly effective, your advertising To be truly effective, your advertising needs to do more than simply attract needs to do more than simply attract visitors to your site: It needs to attract visitors to your site: It needs to attract customers who buy your products. customers who buy your products.

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To pinpoint which of your marketing tactics To pinpoint which of your marketing tactics are working and which aren't, take a look are working and which aren't, take a look at your log files. at your log files.

One popular way to determine what One popular way to determine what marketing leads customers to buy your marketing leads customers to buy your products is to track the sources of your products is to track the sources of your sales leads all the way through to the sales leads all the way through to the order. order.

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Direct marketers have been doing this for Direct marketers have been doing this for years, long before the Web came into years, long before the Web came into being being

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You can do the same thing on your site. You can do the same thing on your site. If you know the source of the lead, the If you know the source of the lead, the customer who responded, and the orders customer who responded, and the orders that customer placed, then you have a that customer placed, then you have a gold mine of data with which to determine gold mine of data with which to determine your ROI (return on investment). your ROI (return on investment). More important, you can improve upon it More important, you can improve upon it by fine-tuning both your marketing and site by fine-tuning both your marketing and site design. design.

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Online storefront, like business itself, Online storefront, like business itself, must continue to grow and change to must continue to grow and change to accommodate the evolution of accommodate the evolution of customers and products. customers and products.

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With planning, hard work, and careful With planning, hard work, and careful observation, you can build a site that's observation, you can build a site that's flexible enough to keep up with the ever-flexible enough to keep up with the ever-changing needs of your customers. And changing needs of your customers. And then you'll really be in e-business. then you'll really be in e-business.

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B2B B2B is one of the most broadly used is one of the most broadly used marketing terms in the IT worldmarketing terms in the IT world

The term can represent functions that The term can represent functions that provide information, or facilitate provide information, or facilitate transactions, or execute transactions or transactions, or execute transactions or completely integrate shared business completely integrate shared business processes into separate, existing IS-ERP processes into separate, existing IS-ERP systems.systems.

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WhatWhat isis B2B? B2B?

'B2B' is one of the most broadly used 'B2B' is one of the most broadly used marketing terms in the IT world. In its marketing terms in the IT world. In its simplest definition a B2B process is any simplest definition a B2B process is any business process between two companies business process between two companies that uses digital technology that uses digital technology

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WhyWhy B2B? B2B?

Relationships and inter-business Relationships and inter-business processes are likely to continue to change processes are likely to continue to change drastically over the coming years drastically over the coming years

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B2B - B2B - InfrastructureInfrastructure IssuesIssuesAfter the key questions concerning "why After the key questions concerning "why should we be thinking about B2B" have should we be thinking about B2B" have been answered, the time comes when the been answered, the time comes when the dreaded "infrastructure issues" need to be dreaded "infrastructure issues" need to be assessed. These issues will centre upon assessed. These issues will centre upon security, data integrity, communications security, data integrity, communications channels and how they relate to the channels and how they relate to the business process. business process.

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EstablishingEstablishing trust, trust, payingpaying youryour duesdues andand goinggoing nativenative

B2B provides organisations with a global B2B provides organisations with a global trading platform and an opportunity to buy trading platform and an opportunity to buy and sell from organisations that would and sell from organisations that would otherwise have been unknown to them otherwise have been unknown to them

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B2B B2B andand thethe standardsstandards issueissue

Example for description:Example for description:

http://www.http://www.itit--directordirector..comcom//articlearticle..phpphp??articleidarticleid=1546=1546

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B2B is becoming so complex, B2B is becoming so complex, especially within the exchanges, that especially within the exchanges, that the number of permutations of systems the number of permutations of systems connecting to other systems in order to connecting to other systems in order to share business data is similarly in share business data is similarly in danger of bringing the process to a danger of bringing the process to a standstill.standstill.

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B2B B2B ExchangesExchanges in in thethe eMarketplaceeMarketplace

What began as a possible source for What began as a possible source for resource procurement, has quickly resource procurement, has quickly evolved into the automation and evolved into the automation and integration of the entire supply chain integration of the entire supply chain

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B2B (Business to Business) means the B2B (Business to Business) means the seamless exchange of data between two seamless exchange of data between two business partners based on an agreed-business partners based on an agreed-upon standard format (XML) upon standard format (XML)

Example Example http://www.softwareag.com/xmlstarterkit/tuhttp://www.softwareag.com/xmlstarterkit/tutorial/glschema#glschematorial/glschema#glschema

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What is CRM?What is CRM?CRM stands for Customer Relationship CRM stands for Customer Relationship ManagementManagement Today, CRM encompasses most of the Today, CRM encompasses most of the earlier customer centric practices such as earlier customer centric practices such as Sales Force AutomationSales Force Automation

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* Contact Management* Contact Management

* Marketing Automation * Marketing Automation

* Customer and Field Service* Customer and Field Service

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It is typically a suite of software used to It is typically a suite of software used to

manage a customers' needs and manage a customers' needs and behaviors in order to develop stronger behaviors in order to develop stronger lasting relationships with them lasting relationships with them

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What can CRM do for meWhat can CRM do for me??

A properly designed and deployed CRM A properly designed and deployed CRM system will help your business leverage system will help your business leverage technology and people resources to better technology and people resources to better manage your sales, marketing and service manage your sales, marketing and service processes processes

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Improved customer service Improved customer service Increased pipeline of new leads Increased pipeline of new leads Increase customer loyalty and satisfaction Increase customer loyalty and satisfaction Decrease lengthy sales cycles Decrease lengthy sales cycles Gain efficiencies in call center and help Gain efficiencies in call center and help desks desks Streamline marketing and sales processes Streamline marketing and sales processes And more… And more…

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What is involved in deploying CRM?What is involved in deploying CRM?

* The success of any CRM solution is * The success of any CRM solution is largely dependant upon the commitment of largely dependant upon the commitment of your organization. Even more so than the your organization. Even more so than the software you choose to deploysoftware you choose to deploy

* The benefits described above will not be * The benefits described above will not be realized by buying software and installing realized by buying software and installing it. it.

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* For CRM to be truly effective you must * For CRM to be truly effective you must review your current business processes review your current business processes and your sales and service departments. and your sales and service departments. Here it is vital to get “buy-in” from the top Here it is vital to get “buy-in” from the top down within these teams down within these teams

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How long does it take to implement an How long does it take to implement an average CRM system?average CRM system?

While each CRM solution is in itself While each CRM solution is in itself unique, you can always be sure that unique, you can always be sure that completing your system will definitely take completing your system will definitely take longer than a software sales person is longer than a software sales person is likely to tell you likely to tell you

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How much does CRM cost?How much does CRM cost?

Surveys around the country of companies Surveys around the country of companies have indicated that they have budgets for have indicated that they have budgets for CRM projects of less than $500,000. CRM projects of less than $500,000.

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Not a major investment for many mid to Not a major investment for many mid to large size companies. There are certainly large size companies. There are certainly excellent scaleable solutions that can be excellent scaleable solutions that can be had for under $100,000 and well over $1 had for under $100,000 and well over $1 millionmillion

Again, much of the costs will depend on Again, much of the costs will depend on your individual situation and company your individual situation and company needs. needs.

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How do ensure a successful CRM How do ensure a successful CRM implementation?implementation?

*First and foremost, get executive level *First and foremost, get executive level buy-in and commitment to the project.buy-in and commitment to the project.

* Make the project fun and rewarding * Make the project fun and rewarding * * Give all key employees who will be Give all key employees who will be using the system incentives for making using the system incentives for making it workit work

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* Break the entire project down into smaller * Break the entire project down into smaller manageable pieces with small milestones. manageable pieces with small milestones. Work with all departments to maintain a Work with all departments to maintain a team methodology team methodology

* Keep in mind that your system is * Keep in mind that your system is designed around the customer and designed around the customer and prospect prospect

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What department should be What department should be responsible for CRM?responsible for CRM?

This question comes up a lot. The simple This question comes up a lot. The simple answer is everyone. What we mean is try answer is everyone. What we mean is try to spread project responsibilities across all to spread project responsibilities across all departments departments

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To the end:To the end:

CRM (customer relationship management) CRM (customer relationship management) is an information industry term for is an information industry term for methodologies, software, and usually methodologies, software, and usually Internet capabilities that help an Internet capabilities that help an enterpriseenterprise manage customer relationships in an manage customer relationships in an organized wayorganized way

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For example, an enterprise might build a For example, an enterprise might build a databasedatabase about its customers that about its customers that described relationships in sufficient detail described relationships in sufficient detail

so that management, salespeople, people so that management, salespeople, people providing service, and perhaps the providing service, and perhaps the customer directly could access informationcustomer directly could access information

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match customer needs with product plans match customer needs with product plans and offeringsand offerings

remind customers of service remind customers of service requirements, know what other products a requirements, know what other products a customer had purchased, and so forth. customer had purchased, and so forth.

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According to one industry view, CRM According to one industry view, CRM consists of:consists of:

Helping an enterprise to enable its Helping an enterprise to enable its marketing departments to identify and marketing departments to identify and target their best customers, manage target their best customers, manage marketing campaigns with clear goals and marketing campaigns with clear goals and objectives, and generate quality leads for objectives, and generate quality leads for the sales team. the sales team.

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Assisting the organization to improve Assisting the organization to improve telesales, account, and sales management telesales, account, and sales management by optimizing information shared by by optimizing information shared by multiple employees, and streamlining multiple employees, and streamlining existing processes (for example, taking existing processes (for example, taking orders using mobile devices) orders using mobile devices)

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Allowing the formation of individualized Allowing the formation of individualized relationships with customers, with the aim relationships with customers, with the aim of improving customer satisfaction and of improving customer satisfaction and maximizing profits; identifying the most maximizing profits; identifying the most profitable customers and providing them profitable customers and providing them the highest level of service. the highest level of service.

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Providing employees with the information Providing employees with the information and processes necessary to know their and processes necessary to know their customers, understand their needs, and customers, understand their needs, and effectively build relationships between the effectively build relationships between the company, its customer base, and company, its customer base, and distribution partners. distribution partners.

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. The main point for solution of 3...

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