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Information Architecture: Connecting CRM to the Business

This article explores the challenges and benefits of integrating CRM systems into the business infrastructure. Topics include information management, process alignment, system integration, and the role of social/self-service in CRM. Lessons learnt and key considerations are also discussed.

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Information Architecture: Connecting CRM to the Business

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  1. Information Architecture: Connecting CRM to the Business Rob Collyer twitter: @robatjanet community: https://community.ja.net/users/rob-collyer

  2. Is CRM just another system?

  3. No

  4. Customer Relationship Management =Information Management & Process+Infrastructure +Systems+ Social/Self service+Reporting

  5. Some of the issues at Janet Own Notes Poor Business Intelligence Online Presence Customer Customer Raises a support Ticket Janet Service Desk Janet CE Team No Data Access (Manual) Ticket Logged Service Delivery System Finance Team Janet Ops Meeting Updates service record Other Systems (e.g. SAGE) Single Access Regular Meetings Inaccessible Data Lack Customer Knowledge Ticket Assigned Knowledge lost Janet Brokerage New Business Opportunities Janet CE Team Customer Product Enquiry Janet Director/Senior Manager Product Enquiry Customer Own Customer Knowledge Own Customer Knowledge Own Customer Knowledge

  6. Vision for CRM Delivering an excellent information experience for staff and customers through a coherent information architecture. • Integrated web presence • Systems aligned to business processes • Capability to share and consume data with other systems • Flexible architecture that adapts and scales over time • Information that drives Janet’s actions • Easy Access to meaningful information • A focal point for community collaboration

  7. CRM: Information Management & Process • Organise data, understanding its purpose and context • Consolidate information sources • Simplify complex systems • Open up information and data • Ensure systems are used how they were intended • BPR where necessary • Change management

  8. CRM: Infrastructure • Service Oriented Architecture approach • Determines how core systems and data should interact/be linked • Provide standardised and reliable data between systems • Ensures data is shared and used where it is needed • Create a pluggable ecosystem Websites Partners Service Layer (ESB) CRM SAGE Service Delivery

  9. CRM: System • Enable knowledge transfer • Extendable and scalable to link other data systems • Provide a common interface for customer data • Open source and modular • APIs to join up internal and external systems

  10. CRM: Social/Self Service • Social platform to connect users • Two way conversation • A central knowledge base • Areas for sharing ideas& experience • Platform for engagement • Collaborative work spaces • Self service tools for customers, powering back office processes • Soft marketing

  11. The new system Janet Information Architecture Marketing Intranet community.ja.net www.ja.net Service Layer 3rd Parties Partners Back office systems Service delivery systems CRM Business Intelligence and Reporting Layer

  12. Lessons Learnt • BPR is tough • Organisation change takes time • Embedding consistency • Avoid scope creep • Join up services (all of them) • Don’t rush in • Communicate and then communicate some more

  13. Questions?

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