July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. The main point for solution of 3 option: -When evaluating these various solutions, you should not only consider the cost of the package but how much it will cost to customize it to suit your individual needs.

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. -Often what looks like an inexpensive setup at the outset can end up eating away at your budget as you try to add new features or redo the design - Make sure you have room to grow. Are there better, stronger, and faster options available to you if your business expands (you should be so lucky!)? Find out before you take the plunge.

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. Building Your Customer Base So your online store is finally up and running. Good work! Unleash the confetti and champagne corks — you deserve it Unleash the confetti and champagne corks — you deserve it But once you're finished celebrating, there's still work to be done. Now you need to get your customers to actually visit the site. But once you're finished celebrating, there's still work to be done. Now you need to get your customers to actually visit the site.

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. How do you know if your advertisements and marketing tactics are working (i.e., making you money)? To be truly effective, your advertising needs to do more than simply attract visitors to your site: It needs to attract customers who buy your products.

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. To pinpoint which of your marketing tactics are working and which aren't, take a look at your log files. One popular way to determine what marketing leads customers to buy your products is to track the sources of your sales leads all the way through to the order.

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. Direct marketers have been doing this for years, long before the Web came into being

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. You can do the same thing on your site. If you know the source of the lead, the customer who responded, and the orders that customer placed, then you have a gold mine of data with which to determine your ROI (return on investment). More important, you can improve upon it by fine-tuning both your marketing and site design.

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. Online storefront, like business itself, must continue to grow and change to accommodate the evolution of customers and products.

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. With planning, hard work, and careful observation, you can build a site that's flexible enough to keep up with the ever- changing needs of your customers. And then you'll really be in e-business.

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. B2B is one of the most broadly used marketing terms in the IT world The term can represent functions that provide information, or facilitate transactions, or execute transactions or completely integrate shared business processes into separate, existing IS-ERP systems.

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. What is B2B? What is B2B? 'B2B' is one of the most broadly used marketing terms in the IT world. In its simplest definition a B2B process is any business process between two companies that uses digital technology

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. Why B2B? Why B2B? Relationships and inter-business processes are likely to continue to change drastically over the coming years

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. B2B - Infrastructure Issues B2B - Infrastructure Issues After the key questions concerning "why should we be thinking about B2B" have been answered, the time comes when the dreaded "infrastructure issues" need to be assessed. These issues will centre upon security, data integrity, communications channels and how they relate to the business process. B2B - Infrastructure Issues

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. Establishing trust, paying your dues and going native Establishing trust, paying your dues and going native B2B provides organisations with a global trading platform and an opportunity to buy and sell from organisations that would otherwise have been unknown to them

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. B2B and the standards issue B2B and the standards issue Example for description: B2B and the standards issue director.com/article.php?articleid= director.com/article.php?articleid=1546

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. B2B is becoming so complex, especially within the exchanges, that the number of permutations of systems connecting to other systems in order to share business data is similarly in danger of bringing the process to a standstill.

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. B2B Exchanges in the eMarketplace B2B Exchanges in the eMarketplace What began as a possible source for resource procurement, has quickly evolved into the automation and integration of the entire supply chain

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. B2B (Business to Business) means the seamless exchange of data between two business partners based on an agreed- upon standard format (XML) Example torial/glschema#glschema

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. What is CRM? CRM stands for Customer Relationship Management Today, CRM encompasses most of the earlier customer centric practices such as Sales Force Automation Today, CRM encompasses most of the earlier customer centric practices such as Sales Force Automation

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. * Contact Management * Marketing Automation * Customer and Field Service

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. It is typically a suite of software used to manage a customers' needs and behaviors in order to develop stronger lasting relationships with them manage a customers' needs and behaviors in order to develop stronger lasting relationships with them

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. What can CRM do for me? A properly designed and deployed CRM system will help your business leverage technology and people resources to better manage your sales, marketing and service processes A properly designed and deployed CRM system will help your business leverage technology and people resources to better manage your sales, marketing and service processes

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. Improved customer service Increased pipeline of new leads Increase customer loyalty and satisfaction Decrease lengthy sales cycles Gain efficiencies in call center and help desks Streamline marketing and sales processes And more…

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. What is involved in deploying CRM? * The success of any CRM solution is largely dependant upon the commitment of your organization. Even more so than the software you choose to deploy * The benefits described above will not be realized by buying software and installing it. * The benefits described above will not be realized by buying software and installing it.

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. * For CRM to be truly effective you must review your current business processes and your sales and service departments. Here it is vital to get “buy-in” from the top down within these teams

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. How long does it take to implement an average CRM system? While each CRM solution is in itself unique, you can always be sure that completing your system will definitely take longer than a software sales person is likely to tell you

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. How much does CRM cost? Surveys around the country of companies have indicated that they have budgets for CRM projects of less than $500,000.

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. Not a major investment for many mid to large size companies. There are certainly excellent scaleable solutions that can be had for under $100,000 and well over $1 million Again, much of the costs will depend on your individual situation and company needs.

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. How do ensure a successful CRM implementation? *First and foremost, get executive level buy-in and commitment to the project. *First and foremost, get executive level buy-in and commitment to the project. * Make the project fun and rewarding * Give all key employees who will be using the system incentives for making it work * Make the project fun and rewarding * Give all key employees who will be using the system incentives for making it work

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. * Break the entire project down into smaller manageable pieces with small milestones. Work with all departments to maintain a team methodology * Keep in mind that your system is designed around the customer and prospect

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. What department should be responsible for CRM? This question comes up a lot. The simple answer is everyone. What we mean is try to spread project responsibilities across all departments This question comes up a lot. The simple answer is everyone. What we mean is try to spread project responsibilities across all departments

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. To the end: CRM (customer relationship management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way enterprise

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. For example, an enterprise might build a database about its customers that described relationships in sufficient detail database so that management, salespeople, people providing service, and perhaps the customer directly could access information

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. match customer needs with product plans and offerings remind customers of service requirements, know what other products a customer had purchased, and so forth. remind customers of service requirements, know what other products a customer had purchased, and so forth.

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. According to one industry view, CRM consists of: Helping an enterprise to enable its marketing departments to identify and target their best customers, manage marketing campaigns with clear goals and objectives, and generate quality leads for the sales team.

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. Assisting the organization to improve telesales, account, and sales management by optimizing information shared by multiple employees, and streamlining existing processes (for example, taking orders using mobile devices)

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. Allowing the formation of individualized relationships with customers, with the aim of improving customer satisfaction and maximizing profits; identifying the most profitable customers and providing them the highest level of service.

July 2003 E-business – part 2 Doc.Dr.Ivana Švarcová,CSc. Providing employees with the information and processes necessary to know their customers, understand their needs, and effectively build relationships between the company, its customer base, and distribution partners.