B2B: CRM and EAI

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B2B CRM and EAI
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OBJECTIVES

• Introduce CRM
• Demonstrate an analytical CRM system
• Introduce EAI encompassing CRM
• 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