Database Reference
In-Depth Information
Chapter 16
Beyond the Relationship-
Based enterprise
In this last chapter of the topic, we look at the long-term implications and prospects of the
Information Is Relationship
vision. We look at the significance of using customer intelligence to
enable highly proactive and customer-responsive
decision on desktops
. Following this, we look at
Application Outsourcing and a more refined variation of the Application Service Provider (ASP)
model, namely, Private ASP. Web Services are another leading-edge technological solution for
creating and delivering cooperative applications over the Internet.
Though gathering a certain amount of information is necessary for companies to personalize
and to serve their customers better, consumers are rightly concerned regarding the abuse of their
privacy. We discuss various aspects of the customer privacy and security.
In the end, we identify that
Information Is Relationship
leads to the possibility of
Relationships
on Demand
, which, in turn, makes possible
Instant Relationships
.
16.1 intelligent Customer-Centric enterprise
Business Intelligence (BI) systems must provide business users, trading partners, and corporate
clients of an enterprise rapid and easy access to the e-business applications, services, and informa-
tion that they need in order to compete effectively.
BI systems should provide the following capabilities:
◾
Channel and cross-channel analysis and campaign applications that measure and analyze
the success of the Internet as a sales, marketing, and sales channel
◾
One-to-one marketing analysis applications that customize and personalize applications,
products, services, and information offered to consumers and clients via especially the
Internet
◾
Analysis of content, customer, and merchandise selling applications to track how users navi-
gate the enterprises' websites and use them to buy products
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