B2B: CRM and EAI

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OBJECTIVES

1. Introduce CRM

2. Demonstrate an analytical CRM system

3. Introduce EAI encompassing CRM

4. Introduce components of EAI: VRU

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Overview: CRM and EAI

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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

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CRM Implementation

• Implementation of the strategy: CRM applications, examples

• Siebel: http://www.siebel.com/

• ePiphany: http://www.epiphany.com

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Implementation Example: Analytical CRM

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Architecture of the example

• 3-tier architecture

• Presentation

• Business logic: record and calculation

• Data: MySQL database

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EAI for CRM, VRU, and Web

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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)

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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

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Example of EAI Using MQ

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EAI

• Enterprise Application Integration

• As a Corporate Strategy

• As a computer system - middleware

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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?

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Summary

• CRM

• VRU

• Web applications (Online service)

• Integration with Mainframe: EAI