After the great wave of ERP (Enterprise Resource Planning) systems implementations, the organizations focus has been turning to CRM (Customer Relationship Management) applications. CRM systems are centered on one to one interactions with customers, they analyse each client trying to identify his or her own characteristics from internal and external data. At the same time, every client interaction is registered, to create a relationship historical data. Intelligent tools like data mining and OLAP using complex algorithms, rules based systems, fuzzy logic and multivariate statistics data analysis will retrieve the best of clients, partners, employees, suppliers and other strategic data to provide the organization with accurate actions for marketing campaigns, better products, excellence of services and decision making, based on the organization ecosystem. This study reviews concepts of CRM, its architecture and integration with ERP, Governance Systems, and Competence Administration, in the current perspective of integrated corporate management systems connected to the internet. In kernel we propose a “intelligence core joystick” where the strategic core supports and decides about resources allocation, negociates and establishes politics and actions to minimize the conflicting forces to get a balance line satisfaction between participants or partners.
Our model also contemplates data warehouse, which centralizes separately all the corporate significant data to provide managers with high quality data for the decision making. According to the corporation, this data warehouse can feed others data marts to serve specific departamental areas such as Marketing and Human Management Competences.
In addition, to link the participants, organization and processes, there is a intelligent communication infrastructure to simplify and speed actions, to spread organizational culture and relevant information throughout the organization in a symbiotic way .
Gonçalves, Carlos Alberto; Veiga, Ricardo Teixeira; and Cardoso, Mário Sérgio, "Strategic Marketing Environment based on Integrated CRM to Foster Competition" (2001). ICEB 2001 Proceedings. 6.