I'd like you to remember back to the previous post when I stated that the true purpose of e-business is to disseminate the enterprise’s business intelligence electronically to managers and non-managers in order to create efficiencies and more accurate business decisions through better communications.
Well... This is accomplished through developing Business Intelligence.
Marketing, Customer Support, Sales/Promotion, and Product Delivery are all recipients of COMMUNICATION. That is because they all share from a centralized knowledge base known as Business Intelligence, or BI. BI is basically the integration of two other databases, Customer Data Integration (CDI) and Knowledge Management (KM). In simple terms, CDI is the 360 degree view of your customers. It takes into account:
- Who they are – Customer, Company, Market, Sub-Market
- Where they are – Location
- What they do – Job title, Business function
- What they buy – Products, Services, Quantities
- When they buy – Frequency, Date of last purchase
- Why they buy – Application, Need, Hot button interests
- How they buy – Fax, Phone, E-mail, E-commerce
- How much they buy – Broken down into months, years and life of customer
- How they heard about you – New business as well as new sales with existing customers
- This gives you profitability per enterprise as well as per opportunity – allowing you to track ROI for marketing and sales campaigns more efficiently
- What issues has the customer had and what was the resolution
All of this information needs to be gathered, stored, brought together and disseminated in an organized way. All of the customer touch points such as the Web, Marketing, Sales, Customer Service, and Shipping, must all converge their data in a reservoir of information known as Customer Resource Management (CRM) software. Then, all of the individual customer monetary information must be stored in a back-office accounting software known as Enterprise Resource Planning, or ERP. Only when these two systems are converged can a company have its CDI.
In the next post we'll discuss what it means and what it all entails to have a Web presence.
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Knowledge Management, or KM, is the storing of all the organization’s soft data such as training manuals and best practices, expert knowledge, committee findings and disaster recovery plans. This data, while holding little physical value, holds tremendous value to the organization because this knowledge asset is slow to acquire and quick to be lost if it is not stored in a knowledge management database. This database can be stored on the company’s internal servers or computer system, or it can be manipulated into smart design functions that allow it to be placed on the company’s extranet site for use by trusted business partners with their own password to the secure site.
To make it clear:
Customer Relationship Management + Enterprise Resource Planning = Customer Data Integration
and
Customer Data Integration + Knowledge Management = Business Intelligence
To make it clear:
Customer Relationship Management + Enterprise Resource Planning = Customer Data Integration
and
Customer Data Integration + Knowledge Management = Business Intelligence
So there it is: the e-business purpose. Is it what you thought it would look like? For most reading this, the answer is no. This is because most people are under the impression that e-business and e-commerce are one in the same; wherein reality, e-commerce, or an organization’s Web presence, is only a small part of the larger e-business structure.
In the next post we'll discuss what it means and what it all entails to have a Web presence.
Copyright | emarketingprofs | All Rights Reserved
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