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Chapter 12
IT Solution of CRM and its Integration
Introduction
Learning Objectives
eCRM Project Implementation Road Map
Integrating CRM
Integrating CRM with SCM
Benefits of Integration of SCM with CRM
Integrating CRM with SRM
ERP
Recap
Chapter 12: IT Solution of CRM & its Integration
After going through this chapter, the students will be able to:
The process of implementation of eCRM
Major concern areas for implementation of eCRM
Importance of integration of CRM
Integration of CRM with SCM, SRM and ERP System
Functions of ERP System
Learning Objectives
The implementation of eCRM Solution in an organization is a complex process, which needs careful planning to ensure good performance and acceptance of the solution.
With CRM in place, you can meet your customer, where they want to meet and the way they want to meet. And now, you are armed with knowledge of customer’s likes, dislikes, previous interactions and probably new requirements. But today, customer is looking for things beyond individual attention and responsiveness.
In Unit 10, we got the glimpse of the need of integrating CRM with other functionalities of organization. In this unit, we shall examine the integration of CRM with Supply Chain Management (SCM), Suppliers’ Relationship Management (SRM) and ERP system.
Introduction
eCRM Project Implementation Road Map
For sizing the hardware and software requirements, the various parameters that affect the dimensioning of the system should be estimated, as this information will be needed by IT Team and solution provider. These parameters called Volumetric may affect the dimensioning of IT solution.
These parameters mainly include Number of Customers/Subscribers, Number of Accounts, Number of Named Users and Concurrent Users for different functions like Sales, Marketing, Service, Reports, and Web Portal.
Besides these, certain technical parameters like Percentage Loading of Processors, Response Time of the System, Hard disk Capacity Utilization and type of data compression are also significant to be considered.
Concern area #1: Estimation of Volumetric
There are various options that are to be considered by the organization while deciding the strategy for implementation of the solution. One option is to create its own data centre and host the application in-house. The second option is to outsource the IT infrastructure and host the application at third party infrastructure. Another option is to go for SaaS CRM solution where whole of IT hardware and software provision, operation and maintenance is the responsibility of the third party and the application is available to the users of the organization as a service on the web.
For some organizations, it may be difficult to leave the whole control of the application and data to the third party, then the option left is to have on-premise solution. In such case, there will be requirement to establish data centre to host the hardware and software required for all applications.
Concern area #2: Planning Data Centre
The requirement of hardware will largely depend on the solution architecture, the desired volumetric and performance parameters.
The requirement of Hardware will have to be assessed for based on these three important dimensions. The required hardware will mainly include Servers, Network Elements like Switches and Routers, Storage, Security devices etc.
Computer hardware is not only capital intensive, it is prone to obsolesce. Therefore it needs careful planning to optimise the cost and ensure service and support.
Concern area #3: IT Hardware
Software applications should be near linear scalable with multi-layered and multi-tiers, distributed, component-based architecture for reusability and scalability with full support to clustered, failover and load balancing architecture.
Scalability to the required throughputs should be done through configuration only.
Provision should exist for on-line and batch methods of feeding all types of data in each application.
Concern area #4: Software
The organization should carefully consider all the license issues associated with the software procurement and implementation.
All software licenses should preferably be on perpetual basis.
The organization has to calculate the total licensing requirement of different software including RDBMS, OS etc as per the volumetric assessed for the solution.
License is chargeable by vendors in different ways, some based on number of servers on which the application is hosted, some on number of CPUs on the server on which the application has been hosted, some on number of users, some on combination of number of adapter so on.
Concern area #5: Software License Issues
Some desirable features:
It should be capable to work in a distributed mode across multiple servers.
It should be able to work in a cluster mode.
It should have feature for graceful switchover and switchback between the primary and the standby databases (without any direct intervention from the database administrators)
It should allow the users to use the standby database for read-only access while the synchronization between the primary and standby systems happen simultaneously.
Concern area #6: Database
Access to all RDBMS stored procedures should be available through JDBC, ODBC, C and Active X.
GUI based tool should be provided to manage, test and tune the database.
All the applications implemented should have provision for optimizing the number of static connections to the database using connection pooling. All the applications implemented should also optimize the duration of connection to the database by using techniques like session time out.
The database should be able to support partitioning of tables to support linear data scalability and parallel utility processing.
Concern area #6: Database (Contd.)
For overall management of the Data centre components, an Enterprise Management System (EMS) is required to manage Servers, Desktops, Data Back-up, Database and Network infrastructure in the data centre.
A category wise detailed list of elements to be monitored, monitoring parameters and the monitoring frequency in terms of critical, semi critical and non-critical categories in Data Centre should be prepared and EMS should be planned and installed to completely monitor and measure data centre elements.
In case operation and maintenance of data centre is proposed to be outsourced, It should be possible to measure SLA parameters through EMS module.
Concern area #7: Enterprise Management System
There will be storage requirement for various applications envisaged in CRM Project.
Major application servers should have access to the common storage infrastructure on an external storage through a switched fibre channel storage area network (SAN).
Storage infrastructure software should at least have SAN Management Software, Local and Remote Replication software, Backup software, etc. Mechanism to ensure overall application data integrity should be worked out and seamlessly implemented across all the system.
Online availability of the data should be ensured using storage area network. The proposed solution should also include provision for Backup and DR functionality.
Concern area #8: Storage Area Network
To achieve the security goals for its Enterprise Business Data centre, the organization should aim to deploy a multi-layered detailed security system covering the data centre's physical and logical systems needs.
There should be a system to regulate, detect and monitor the entry and exit of personnel and to monitor the movement of authorized personnel inside the Data centre.
This should be possible through the provision of Closed circuit TV and Physical Access Control System (Smart Card Technology).
Concern area #9: Security
Logical Security Solution of Data Centre should protect its individual components from outsider and insider attacks.
A strong Security and Auditing system should be provided, wherein detailed log of all transactions should be maintained.
It should be built on using external components such as firewall, intrusion detection system, antivirus management system etc.
Concern area #9: Security (Contd.)
There will be typically three types of training requirements:
Functional and technical Training for IT solution for users
System Administration, Database Management etc.
End User training
The quantum of training required for each type in terms of Trainee-man-days should be worked out.
Concern area #10: Training Requirements
CRM and SCM
Integration of CRM with SCM and SRM
ERP stands for Enterprise Resource Planning, but it is not only a planning software system.
Usually ERP systems will have many components covering various units and functions of an organization.
Today's ERP systems can cover a wide range of functions and integrate them into one unified database.
ERP
Improvement in the information flow
Better and Timely Inputs of better decision making
Improvements in productivity, cycle time, financial performance and information transparency
Driving operational excellence across organization through process standardization
Single version of truth of information throughout the organization
Benefits of ERP
Accurate and real-time information availability
Visibility on product and service costs
Unified platform for one integrated organization view
Overall improvement in the performance of the organization
Enhanced stakeholder participation and satisfaction
Benefits of ERP (Contd.)
Functionalities of ERP
ERP Implementation Approach
In this unit, we have learnt the importance of integration of CRM in an organization. eCRM Project Implementation Road-map has been discussed in detail including five major phases – Project Preparation Phase, Business Blueprint Preparation Phase, Configuration, Customization and Testing Phase, Final Preparation Phase and Go Live Phase.
The key concern areas like Database, Enterprise Management System, Storage Area Network, Security and Training Requirements are to be managed to make eCRM implementation in an effective manner.
We have also learnt the integration of CRM with SCM and SRM to complete the value chain. Finally we studied how ERP should provide integration of all processes and functions of an organization.
Recap

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