Information Architecture Connecting CRM to the Business Rob
Information Architecture: Connecting CRM to the Business Rob Collyer twitter: @robatjanet community: https: //community. ja. net/users/rob-collyer
Is CRM just another system?
No
Customer Relationship Management = Information Management & Process + Infrastructure + Systems + Social/Self service + Reporting
Some of the issues at Janet Own Notes Poor Business Intelligence Online Presence Customer No Data Access (Manual) M ee tin g Ticket Logged Service Delivery System Janet Ops rvice s se e t a Upd ecord r Janet Service Desk Finance Team Other Systems (e. g. SAGE) Inaccessible Data ck et A ss ig ne d Lack Customer Knowledge Single Access Know Ti Regular Meetings Janet CE Team Rai se sup s a port Tick et ledge Janet CE Team Pr od uc t. E lost nq uir y Customer Own Customer Knowledge Janet Brokerage Product Enquiry Own Customer Knowledge New Bu sin Opportu ess nities Janet Director/Senior Manager Own Customer Knowledge Customer
Vision for CRM Delivering an excellent information experience for staff and customers through a coherent information architecture. • Integrated web presence • Systems aligned to business processes • Capability to share and consume data with other systems • Flexible architecture that adapts and scales over time • Information that drives Janet’s actions • Easy Access to meaningful information • A focal point for community collaboration
CRM: Information Management & Process • Organise data, understanding its purpose and context Systems • Consolidate information sources Services • Simplify complex systems CRM • Open up information and data • Ensure systems are used how they were intended • BPR where necessary • Change management SAGE Websites
CRM: Infrastructure • Service Oriented Architecture approach • Determines how core systems and data should interact/be linked • Provide standardised and reliable data between systems • Ensures data is shared and used where it is needed • Create a pluggable ecosystem Websites Partners Service Layer (ESB) CRM SAGE Service Delivery
CRM: System • Enable knowledge transfer • Extendable and scalable to link other data systems • Provide a common interface for customer data • Open source and modular • APIs to join up internal and external systems
CRM: Social/Self Service • Social platform to connect users • Two way conversation • A central knowledge base • Areas for sharing ideas & experience • Platform for engagement • Collaborative work spaces • Self service tools for customers, powering back office processes • Soft marketing
The new system Janet Information Architecture Marketing www. ja. net Partners community. ja. net Intranet 3 rd Parties Service Layer Back office systems Service delivery systems CRM Business Intelligence and Reporting Layer
Lessons Learnt • BPR is tough • Organisation change takes time • Embedding consistency • Avoid scope creep • Join up services (all of them) • Don’t rush in • Communicate and then communicate some more
Questions?
- Slides: 13