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Group 1: Project 2 Presentation on Enterprise System and Enterprise Architecture Considerations Assignment
| Team Member | Position |
| Jessica-Rachael Beck | Project Manager |
| Paige Baker | Deputy Project Manager |
| Bradley Cox | Research Manager |
| Ayomide Ajayi | Lead Analyst |
| Domonique Castro | Documentation Manager |
October 5, 2021
Table of Contents
Introduction
Summarization of Each Organization
Comparison and Contrast
Considerations
EA Case Study
Summary
Discuss the overview of the briefing today.
Introduction
Thesis Statement: To have a successful Business Enterprise Architecture, you must choose the procure the right technical solution.
What is an Enterprise Architecture Program?
Blueprint a company uses to align IT with business goals
Main goal is to unify the IT environment
Works for any sized organization
Reduces company resources
What is an Enterprise Architecture Program?
EA is essentially a blueprint a company uses to align IT infrastructure with business goals
The main goal is to unify the IT environment. It will create a unified IT environment (standardized hardware and software systems) across the firm
Works for any sized organization. It will work for small or large organizations. A sound EA program will help the company ensure it’s achieving its own goals.
Reduces company resources. By reusing IT resources or even following an overall EA Plan the company stands a chance at making a strategic move by reducing their resource costs.
Introduction
What is Customer Relationship Management (CRM)?
System focused on customer interface
Companies use IT for a singular method
Multitude of uses for CRM
Beneficial aspects of CRM
What is Customer Relationship Management (CRM)?
System focused on principles, guidelines, and practices that a company adheres to when dealing with their customers.
Companies use IT for a singular method. Ideally the CRM system is thought of when companies have technical solutions established for their customers.
Multitude of uses for CRM. For instance, a company can use an element of CRM by standing up a user interfacing and interactive website. They could also use organizational emails and phone calling techniques to reach out to their customers. CRM has gained great momentum in our golden IT age.
Beneficial aspects of CRM. Companies have realized that CRM is beneficial from start to finish for their business. For instance, the customer lifecycle, from discovery to education, purchase, and post-purchase
Summarization of Each Organization
BSOC
Large organization that has a successful CRM
CRM Team is strategically enhancing customer relations
Planning Stages of CRM
Before and after CRM launch
BSOC
Large organization that has a successful CRM. They have a large energetic CRM team that collaborates between their Corporate Planning team and Marketing Team.
CRM Team is strategically enhancing customer relations. They use this strategy to build a program that customers will relate to and experience a user friendly environment.
Planning Stages of CRM. The team was able to lay out a series of concerns related to their customer and how CRM would or would not assist the company.
Before and after CRM launch. Before the CRM launch the company was drowning in wasted resources with previous attempts at CRM. Then once they identified the problem set they were able to implement a successful CRM solution. The staff still had to adapt to the CRM process, however, their customer took to the CMR and their business overall implementation of CRM was a success. They were able to enrich their company through technological solutions.
Summarization of Each Organization
Telecommunication Company
Company locations and assessments
Utilization of lessons learned
Pre-Implementation planning
Post-Implementation planning
Telecommunication Company
2 Companies located in Riyadh, Saudi Arabia. They both were working on finding out how CRM succeeded or failed within the Marketing and Information Technology.
Utilization of lessons learned. They discovered that CRM failed before in the first company because the requirements assessment was not completed correctly.
They learned that Pre-implementation planning is a must. All stakeholders should be involved, and the true requirements should be established.
After the implementation is completed, they discovered that follow up with stakeholders, customers and SME was beneficial to the success of the CRM implementation
Summarization of Each Organization
Comparison and Contrast
What are the main types of CRMs?
Collaborative
Operational
Analytical
What are their roles to companies looking to implement CRM?
Operational CRM streamlines the business process that includes Sales automation, Marketing automation and Service automation. Main purpose of this type of CRM is to generate leads, convert them into contacts, capture all required details and provide service throughout customer lifecycle
Analytical CRM helps top management, marketing, sales and support personnel to determine the better way to serve customers. Data analysis is the main function of this type of CRM application. It analyzes customer data, coming from various touch points, to get better insights about current status of an organization. It helps top management to take better decision, marketing executives to understand the campaign effectiveness, sales executives to increase sales and support personnel to improve quality of support and build strong customer relationship.
Collaborative CRM, sometimes called as Strategic CRM, enables an organization to share customers’ information among various business units like sales team, marketing team, technical and support team. For example, feedback from a support team could be useful for marketing team to approach targeted customers with specific products or services. In real world, each business unit works as an independent group and rarely shares customers’ data with other teams that often causes business losses. Collaborative CRM helps to unite all groups to aim only one goal – use all information to improve the quality of customer service to gain loyalty and acquire new customers to increase sales.
References
TechOneStop. (2015, December 9). Types of CRM - Operational, analytical, collaborative. https://techonestop.com/types-of-crm-operational-analytical-collaborative
Comparison and Contrast
BSOC: A financial firm out of Europe that are using CRM to maintain big account holders. Thus, trying to recruit more investors into their company.
Telecommunication Company: Is a marketing and information technology company out of the Middle East. They are looking to improve their over all customer service for their investors. Furthermore, helping them to gain more revenue to expand their business.
BSOC and Telecommunication Company have to different backgrounds when it comes to their companies. So, when CRM is implemented they will need to pick the correct CRM that is tailored to their specific company background.
To start, there are three main types of CRMs: collaborative, operational, and analytical. To help determine this, we’ll cover which CRM can best help BSOC and Telecommunication Company in their efforts to improve customer care.
References
Hicks, K. (2020, March 26). 3 types of CRM software and how to choose the best one. Zendesk. https://www.zendesk.com/blog/3-types-crm-everything-need-know/
Comparison and Contrast
BSOC
Since they are a financial firm, they will need a CRM system that will allow them to collect certain data.
This data will range from customer info, financial account type, money investors, and more.
Collaborative CRM automates the back-office operation, customer interactions, and business management, which means more transparency among the organization’s teams.
From this standpoint, Collaborative CRM will be the best fit for BSOC financial firm. I say this because it has all the qualities they are looking for to improve customer care. But most of all it provides more transparency among the organization’s teams.
Collaborative CRM systems:
A top focus of collaborative CRM systems is breaking down silos. Often the marketing team, sales reps, and customer support agents are all in different departments that feel disconnected. And for bigger organizations, each of those departments is further separated based on factors like geographic locations, channels they serve, products they focus on, or skill specialties. But in order to provide a seamless customer experience throughout the customer’s journey, you need a way to share information across the full organization in real-time.
Collaborative CRMs ensure all teams have access to the same up-to-date customer data, no matter which department or channel they work in. Not only does customer support have all the information marketing and sales teams collected when working with a prospective customer, but agents in a call center have updated data on customer interactions that happened over email.
References
Hicks, K. (2020, March 26). 3 types of CRM software and how to choose the best one. Zendesk. https://www.zendesk.com/blog/3-types-crm-everything-need-know/
Comparison and Contrast
Telecommunication Company
Which of the 3 CRMs would best fit Telecommunication Company?
Operational CRM systems:
Operational CRMs help streamline a company’s processes for customer relationships. They provide tools to better visualize and more efficiently handle the full customer journey—even when it includes a high number of touchpoints. That starts from their first interactions with your company’s website, through the whole lead management process as they move through the sales pipeline, and continues with their behaviors once they’ve become a customer.
Operational CRM systems typically provide automation features. Marketing automation, sales automation, and service automation offload some of the work that your employees would otherwise have to handle. That opens up their schedule for the more creative and personal aspects of their jobs—the stuff that needs a human touch. And it makes it much easier for growing companies to continue to provide top-notch service to scale.
References
Hicks, K. (2020, March 26). 3 types of CRM software and how to choose the best one. Zendesk. https://www.zendesk.com/blog/3-types-crm-everything-need-know/
Comparison and Contrast
Considerations
CRM considerations comes from what is best
CRM Implementation for recruit and deploying
Easy operativity for customers and employees
Beneficial Cost Efficiency for the company
CRM considerations comes from what is best
CRM Implementation for recruit and deploying
Easy operativity for customers and employees
Beneficial Cost Efficiency for the company
Considerations
EA Case Study
Positioning to enable EA
Defined organizational challenges
Appropriately worked through the value chain
Results
Experiencing success
Still work to be done
Bsoc
Positioning to enable EA:
Bsoc’s defined challenges for the EA to address and took into account culture, context, and the maturity of the current architecture practices.
Bsoc’s worked through the value chain to determine where to prioritize resources to.
Results:
Bsoc’s had success in creating creating better rapport for Bsoc’s staff, technology, and customers.
The implementation is still a work in progress with issues such as sales being too heavily pushed upon customers and thus diminishing customer lifetime value.
Reference:
Phelps, J. (2020, October 12). Architecting the architecture: Necessary steps for setting up an EA practice. EDUCAUSE Review | EDUCAUSE. https://er.educause.edu/articles/2020/10/architecting-the-architecture-necessary-steps-for-setting-up-an-ea-practice
Bsoc
EA Case Study
Telecommunications Companies
Positioning to enable EA
Defined organizational challenges
Gained top management commitment
Results
Conducted a redesign of CRM
Improved CRM alignment with the companies business strategy.
Positioning to enable EA:
Both companies recognized the issue of discovering how CRM succeeded or failed within Markerting and Information Technology.
The companies gained top management commitment early on in the CRM project by establishing a CRM committee under the direction of the CEO.
Results:
The first company learned to reach out to other experienced companies that recommended a redesign of the CRM with a better formulation of strategy.
By gaining top management commitment, the companies were able to successfully move their customer-oriented company to become aligned with the overall CRM strategy.
EA Case Study
Summary
