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elevated information systems from a mere enabler of the business strategy of an organization to a
significant part of the business strategy itself.
Thus, CRM Systems brought to an end the subsidiary and support role that IT had played
throughout the last few decades. But in turn, the very nature of IS has also undergone a complete
transformation. Implementing a CRM System within an enterprise is no longer a problem of
technology; it is a business problem. CRM Systems have been the harbingers of a paradigm shift
in the role of the IS/IT function within an enterprise. This book was motivated by the need to
address these fundamental changes in the very nature of IS/IT activity within an enterprise.
The distinguishing characteristics of a CRM system are
CRM System transforms an enterprise into an information-driven enterprise.
CRM System fundamentally perceives an enterprise as a global enterprise.
CRM System reflects and mimics the integrated nature of an enterprise.
CRM System fundamentally models a process-oriented enterprise.
CRM System enables the real-time enterprise.
CRM System enables the intelligent enterprise.
CRM System elevates IT strategy as a part of the business strategy.
CRM System represents Advance on the approaches to Manufacturing Performance
Improvement.
CRM System represents the new Department Store model of implementing computerized
systems.
CRM System is a mass-user-oriented application environment.
We have differentiated between the concepts of Customer Relationship Management
(CRM) and Customer Relationship Management Systems (CRM Systems) that
implement possibly a part of this holistic concept. his topic mainly relates to SAP
CRM as a system to realize the CRM programs of a company; hereafter, for the sake
of convenience, by CRM, we will usually refer to aspects of a comprehensive CRM Program
that are embodied into a CRM System like SAP CRM implemented within the enterprise.
2.1.1 CRM Transforms an Enterprise into an
Information-Driven Enterprise
All computerized systems and solutions in the past used past-facing information merely for the
purpose of referrals and reporting only. ERP, for the first time in the history of computerized
systems, began treating information as a resource for the operational requirements of the enter-
prise. But unlike the traditional resources, information resource as made available by CRMs (and
ERPs) can be reused and shared multiply without dissipation or degradation. The impressive
productivity gains resulting from the CRMs truthfully arise from the unique characteristic of
CRMs (and, earlier, ERPs) to use information as an inexhaustible resource.
Customer interactions, which are the mainstay of CRMs, create real-time organizational knowl-
edge providing insights into the customer behavior. CRMs enable an organization to use the real-time
knowledge and information gained at any touch point to manage and synchronize the communica-
tions and marketing messages it delivers to its customers in all its touch point applications.
 
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