Page 185 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes Application Servers

Application servers drive the pure Internet CRM applications. The applications servers that are
often found in three-tier architectures, which are not created just for the Internet client/server
architecture, which is, in fact, why the three-tired approach was fashioned. But they are the best
contemporary architecture for the Internet. The application servers provide pre-constructed
Web pages to a Web server that delivers them to the users through their queries.

Web Browser

This model preserves the fundamental value of the Internet as a communication medium, and
provides a common platform for independent access to data anytime and anywhere. There is no
program or application code that needs to reside on the user’s PC; therefore, users gain immediate
access to the application with the right URL with security authorization. It’s just like using Web
browser to view any other Web page; click on the right link and one can see the information.
Peoplesoft/Vntive CRM 8.0 is a good example of this. The people soft Internet Architecture
consists of the following principles. Applications are based on standard Internet protocols and
languages such as HTTP and HTML. Internet applications can easily be accessed from a Web
browser. The Internet applications user’s experience is maintained through the look, feel, and
usages paradigm. It is not “Windows 98 on the Web”.
Here is where the key difference lies. No client software is installed with pure Internet applications,
the browser is the client. The architecture is as multi-tier, server-centric model, featuring
separation of presentation, business logic, and data management functionality. If one is not
familiar with Internet – centric application and interface and opens Microsoft Word 2000, it’s just
a routine thing. There is nothing interesting or special about it.

But if one is loading Internet Explorer 5.5 and onto the Web, one thinks about the fact that one is
loading up the Internet connection. It is not part of the desktop. With Internet-centric applications,
the browser is no different than the Word 2000 interface. It is just part of the landscape, not like
walking. This works particularly well when using a broadband Internet connection such as T1 or
T3 line, cable modem, or DSL that allows to be up and run the Internet 24 hour a days, seven days
a week with a ground-up e-CRM application, it is as universal as the desktop is from wherever
one is connected.
Application Codes and Applets

By contrast, CRM Web-accessible application is not nearly at the same level of business utility
because they are not purely data driven. These systems rely on application code applets or
controls that must be downloaded and installed on users’ systems to enable them to communicate
with the CRM database. This can defeat platform independence and present logistical challenges
to the anywhere-anytime promise afforded by the Internet. Requiring codes to be installed on
each user’s system is invasive. It increases the challenge and cost to manage and maintain, and
it may not even be feasible to do so in all cases. If a sales executive forgets to bring a laptop
along, the sales executive may not be able to convince the Internet café in the area to allow access
to the latest pipeline. The partners, too, may not appreciate having to install “system” on their
system to work with the organisation.
If it’s important to connect the employees with customers, partners, and suppliers, it is more
important to understand the limitations that Windows 98 or any package on the Web can
impose on the business processes. The pure Internet application usually rests on any server with
the browser as client. The Web-enabled client/server application needs downloaded applets
and applications to the desktop to carry out a specific function. With the feel of the browser as
the client, is easy to feel that access anywhere and anytime is true because all functions are

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