B2B Integration : A Practical Guide to Collaborative E-commerce

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Enterprise Application Integration (EAI) 111 Figure 4.7. — SAP business connector like ebXML, RosettaNet) and delivered securely via HTTP to other applications that have subscribed to the message. These applications can be located on the same server, or over the Internet. SAP Business Connector also supports BAPIs and Idocs. All the business interfaces supported by SAP are published as XML schemas in the SAP Interface Repository. 4.6.4. Customer relationship management (CRM) Customer relationship management (CRM) is not a new concept. For decades, companies have strived to be 'customer-focused'. What is new is the technology that enables large, faceless corporations to know their customers at a more intimate level. The Gartner Group defines CRM as a customer-focused business strategy designed to optimize profitability, revenue and customer satisfaction. CRM is designed to understand and anticipate the needs of the current and potential customer base. It is all about managing the customer experience and providing a single integrated view of the customer at all touch-points.
112 B2B Integration — A Practical Guide to Collaborative E-commerce CRM should focus primarily on process and methodology, not technology, though technology is quickly becoming the enabler for methodology. Some of the traditional business processes which CRM products facilitate include sales, marketing, call center and helpdesk activities. The benefits generated from a successful CRM implementation include: • More effective customer acquisition and retention; • Comprehensive view of all customer interactions through all access channels; • Optimization of each customer interaction for increased business opportunities; • Anytime, anywhere access to customer and enterprise information; • Effective use of employee resources; • Increased responsiveness to customers; and • Greater operational efficiency across the entire enterprise. The growth of CRM is still going strong. The Aberdeen Group estimates that the CRM market generated $7.8 billion in revenue from software packages, software-vendor licenses, integration services and peripheral and hardware sales for 1999, with CRM software sales making up $3.8 billion of that total. It is estimated that this market will grow to $9.4 billion by 2002, with CRM sales software and customerservice software growing the fastest. Another study released by IDC estimates that the customer relationship management services market will rise to $148.0 billion in 2005 from 61.0 billion in 2001, representing a compound annual growth rate (CAGR) of 25.0 percent and "far exceeding" the overall IT services market. At the same time, Meta Group estimates that between 55% and 75% of CRM implementations will fail to meet their objectives. Like ERP, CRM impacts an organization at many levels. If not planned for and executed properly, a CRM implementation can have catastrophic consequences on a company's bottom-line. CRM and data warehouses An integral component of CRM is a data warehouse which allows companies to gather and use an ever-growing data repository about
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Chapter 2 Components, Benefits, Cha
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Chapter "] 2 Wireless Technologies
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Company Brience Everypath GadgetSpa
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