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B2B: CRM and EAI

B2B: CRM and EAI. OBJECTIVES. Introduce CRM Demonstrate an analytical CRM system Introduce EAI encompassing CRM Introduce components of EAI: VRU. Overview: CRM and EAI. CRM (Customer Relationship Management).

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B2B: CRM and EAI

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  1. B2B: CRM and EAI

  2. OBJECTIVES • Introduce CRM • Demonstrate an analytical CRM system • Introduce EAI encompassing CRM • Introduce components of EAI: VRU

  3. Overview: CRM and EAI

  4. CRM (Customer Relationship Management) • What is CRM? Strategy (ideas) and implementations (software) of managing customer relationship (for retention) • Components of CRM strategy: • sales force automation: from contacts to sales • customer service: customer care and self-care, tailoring and personalization • analytics: analyze, report and predict

  5. CRM Implementation • Implementation of the strategy: CRM applications, examples • Siebel: http://www.siebel.com/ • ePiphany: http://www.epiphany.com

  6. Implementation Example: Analytical CRM

  7. Architecture of the example • 3-tier architecture • Presentation • Business logic: record and calculation • Data: MySQL database

  8. EAI for CRM, VRU, and Web

  9. Other non-Web apps: VRU • VRU: voice response unit • Example: IBM Directalk voice response unit • Programmed answer machines prior to zero out to a customer representative (using CRM) • Supplied with mainframe data (e.g., customer health claims and membership)

  10. Legacy Access and Integration: EAI • EAI: enterprise application integration • Using middleware for integration • Example: IBM MQ, TIBCO … • Enterprise systems: large amount of users and legacy database

  11. Example of EAI Using MQ

  12. EAI • Enterprise Application Integration • As a Corporate Strategy • As a computer system - middleware

  13. Exercises • What is the difference between a Web and a non-Web application? • What application can link all kinds of applications? • What architecture can best describe an CRM system?

  14. Summary • CRM • VRU • Web applications (Online service) • Integration with Mainframe: EAI

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