Page 31 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes CRM Technology Components
The following are the components, which are common to different CRM approaches.
CRM Engine: This could be the customer data repository. The data mart, the data warehouse is
the one where all the data on customer is captured and stored. This could include basic stuff such
as your name, address, telephone number, birth date etc. It could also include more sophisticated
information like how many times you have accessed a particular web site and what you did on
the web pages you accessed. It could also include the help desk support and the purchase history.
Ultimately, the purpose is a single gathering point for all individual customer information so
that a unified customer view can be created throughout the company departments that need to
know the data stored in this CRM engine house.
Front Office Solutions: These are the unified applications that run on the top of the customer
data warehouse. They could be sales force automations, marketing automation, or service and
support customer interaction applications. In the client server environment (and now in the
internet environment), they provide employees with the information on the basis of which the
decision of “what is to be done? or “What next is to be done with the customer is made?” The
more specific applications provide an element of self-service for the customer.
Enterprise Application Integration: They sit between back office and front office. They also sit
between the newly installed CRM system and old systems implemented by the enterprise. They
permit CRM to CRM communication. They are pieces of codes, connectors and bridges that as a
body are called as EAIs. EAIs provide messaging services and data mapping services that allow
one system to communicate with different other systems regardless of their formatting.

Notes Consumer insight helps identify hidden meanings in consumer feedback, such as
discovering latent consumer needs or value that they themselves might not be aware of
and applying this information to our products. LG Electronics is making every effort to
explore consumer insight and to reflect it in product development and marketing, thereby
increasing consumer value.

Did u know? LG Electronics opened a global marketing portal site as an in-house marketing
centre in July 2008 so that marketing personnel around the world could share and learn
from important best practices as well as marketing strategies and activities. LGE will
continue to expand the portal and strengthen its function as a Global Insight Hub.

Task What are important components of CRM?

Self Assessment

Fill in the blanks:
1. The first model component of CRM architecture is …………………….

2. There are …………………… types of technological components of CRM.
3. Departmental model is possible for …………………… size of organizations.

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