Enterprise Architecture Technique - Research Paper Example

Enterprise Architecture By Introduction This paper will present a detailed analysis of the latest emerging trend in the business world known as the enterprise architecture. Basically, the enterprise architecture is a complete depiction of all of the key processes and relationships that make up an organization. In simple words, an Enterprise Architecture is a theoretical framework that outlines the structure and processes of an organization. The basic purpose of an EA is to find out how a business organization can be able to most efficiently attain its current and expected goals. In addition, through the EAs, business organizations can put into practice enterprise integration to deal with ever-increasing changing business environment (Kang et al., 2010; TechTarget, 2007). Additionally, EA allows the business organizations to set objectives and make use of the latest tools and technologies to achieve these objectives. In this scenario, this paper presents a detailed discussion on one of the most useful EA frameworks known as customer relationship management (CRM). This paper will start with a brief overview of enterprise architecture, after that we will discuss about customer relationship management. This paper will discuss the latest applications of CRM and new developments in this area. The basic purpose of this research is to show that how enterprise architecture helps achieve organizational objectives. Enterprise Architecture: An overview According to Korhonen (2010), the enterprise architecture is an important technique to support the corporate decision making as well as forming and implementing an effective strategy with the organizational structure. Basically, an EA provides a broad depiction for the comparison of the present status and projected future position of a business organization with respect to appropriate framework and their associations. Additionally, in a dynamic business environment, particularly, it is core which comprises analytical techniques that facilitate a variety of kinds of impact analyses on hypothetical transformed mechanisms and scenarios that express business value of architecture solutions (Korhonen, 2010). In their research Creswick (2005) presents a detailed discussion on the implementation of enterprise architectures. According to their viewpoint, the trend of implementing latest enterprise architectures for the business organizations is growing with the passage of time and gaining acceptance in IT businesses today. This is mainly for the reason that US Government authorized the federal enterprise architecture, as well as also the rising complexity of the business. However, there is a greater need that it must fit into a bigger situation that convenes the objectives of a normal business. In this scenario, the enterprise architecture outlines the context, rules, and strategy intended for conformance. Unfortunately, the majority of development projects and business organizations are unused to following the policies, stressing the novel IT Architectural models that have been developed. In this scenario there is need for Model Driven Architecture (MDA). As well, Model Driven Architecture tools are able to offer a method to automatically include the architecture into the development procedure (Creswick, 2005). Before the deciding the implementation of enterprise architecture for a company there is need to answer some of the questions like "why" and "what" for the present and future business models of a business. It is an admitted fact that before introducing a new technology for any business their IT consultants must determine the architectural elements at present level of organizational operating and working including the core competencies, goals, success factors, business models and operational environment. In the extensive business setting a huge framework of external environment variables would be very important (Cutter Consortium, 2010). Establishing an apparent scope and vision; it is essential for a business organization to understand what they want to attain through the implementation of enterprise architecture. Without a doubt, in order to achieve the main goals and objectives there is need to rapidly convene strategic causes for the enterprise architecture implementation (Coetzee, 2009). Selection of an appropriate architecture: For the implementation of new enterprise architecture for a business organization there is need to select an architecture that is suitable to their business and provides vital pieces, flexibility and fast iteration capacity. In this scenario, there is need to pay attention on small factors those are lean as well as fast. In addition, there is need to recognize minimum requirements for models, standards and principles (Cutter Consortium, 2010; Coetzee, 2009). Examining the reusable architecture assets: For the effective implementation of enterprise architecture for a business we need to carefully look at what type of architectural assets exist in the enterprise and depending on their appropriateness technology should be implemented, there is need to take-in them in the development and implementation of the first cut enterprise architecture explanation. Furthermore, the recognition of the influence and outcomes of the reuse of accessible architecture assets will offer a huge advantage to business of General Electric (Coetzee, 2009; Korhonen, 2010). Establishing scope: recognizing the span and coverage of new enterprise architecture implementation at any organization will offer a level of detail to be presented as well as utilized like a preliminary point intended for the new technology establishment. In addition, implementation of a good enough architecture will guarantee deliberation of the mixture of time frame, level of effort, and window on the enterprise architecture implementation (Coetzee, 2009). Putting into operation first cut enterprise architecture explanation: for the successful implementation of enterprise architecture at an organization there is need to launch and organize the enterprise architecture technology description and make sure that project management standards are applied (Coetzee, 2009; Cutter Consortium, 2010). Customer Relationship Management (CRM) At the present, business organizations compete based on relationships, not just on the basic services and products customers expect. Additionally, the organizations must exactly identify which customer populations most openly make or generate their value and what facilities and benefits will keep these customers please and faithful over time. In view of the fact that customers drive business success and the leaders in this ground will be those corporations that most efficiently and certainly handle relationships with their customers. In spite of the worldwide financial hold up, organizations, mainly government agencies carry on to initiate CRM (customer relationship management) plans as a way of minimizing the expenses of conducting business operations along with encouraging superior levels of customer pleasure. Moreover, in order to effectively compete in current worldwide financial environment, organizations need to keep in mind that customers are the basic driver of business success, Furthermore, the broad variety of low-end choices may lead organizations to base accomplishment on cost, however the main concern is to find out if the CRM system being measured fulfills the organization’s needs. Customer relationship management (CRM) is a process of creating a broad picture of customer expectations, needs and behaviors as well as managing those attributes to improve business performance (Hoots, 2005; Shaw, 2010). According to (Gordon, 2001), customer relationship management is the long-lasting process of discovering and generating new value with individual customers/clients, and maintaining the beneficial relationships over a lifetime association. In addition, it engages the understanding and managing of continuing association between suppliers and particular customers for shared revenue generation and sharing (Gordon, 2002; Gordon, 2001). In addition, the customer relationship management plays a vital role in the e-commerce. In this scenario CRM analysis contains the entire information technologies that analyze data regarding corporate customers and then present it efficiently, facilitating business decisions to be made quickly and powerfully. Additionally, assessing hard facts regarding customers’ activities is much more advantageous than analyzing customer thoughts or forecasting customer dealings without solid data to support these postulations. In addition, a number of corporation at the present time collect terabytes of information regarding customers, such as buying cycles, demographics, product interest and reaction to marketing efforts (Gondwe, 2009; Gondwe, 2009). In their research, (Schellong, 2005) presents a detailed discussion on customer relationship management. According to their viewpoint, CRM is a holistic strategic technique that is supported by the information technology with a wide-ranging customer focus, to set up, maintain and optimize relationships to in order to generate maximum income by making customers more loyal/profitable. As its name indicates, CRM completely follows the principles of relationship marketing. As compared to transaction marketing that follows the selling process (i.e. single time transaction), relationship marketing includes different functions such as attracting, maintaining and enhancing customer relationships. Historically, the roots of CRM go to some of other well-known disciplines such as Business Process Reengineering (BPR) and Total Quality Management (TQM). These both disciplines are already considered to be an important part of Knowledge Management and New Public Management. In addition, various other trends such as the ever-increasing worldwide competition, latest advancements in the information and communication technologies (in the forms of sophisticated software, decreasing costs, higher speed), and for all time increasing knowledge in the marketing sector (one-to-one marketing or permission marketing had considerable impact on the CRM evolution. According to (Schellong, 2005), basic principles of CRM include personalization (products, services, information), integration (planning processes, product development, business process reengineering), interaction (long-term communication, channels, surveys), and selection (categorize the top 20% of customers who can generate 80% of the profit for a business). Additionally, a strategy promoting customer oriented culture and change management is fundamental to any CRM project or concept (Schellong, 2005). Moreover, CRM is believed to be organized approach and an organizational strategy that is based on the concept of relational marketing and is aimed at selecting and managing the relationships with customers in an attempt to optimize and retain their value in due course and, as a result, to generate the maximum value for the business organization. At the present, the majority of business organizations use customer relationship management as one of the most effective and efficient management tools aim to increase business profit. In this scenario, one of the basic purposes for which organizations use CRM applications is to be on familiar terms with their own customers and to provide them with custom-made services and products, in an attempt to improve both client loyalty and customer satisfaction in due course. In addition, among a wide variety of communication channels for customer one-to-one relationship management, the mobile channel is a very effectual and purposeful device to get in touch with the customers anytime and anywhere (Valsecchi et al., 2007; Wu et al., 2009). Customer Relationship Management Systems In the past, the customers’ data were kept in different distant places and systems in a variety of functional sectors of a business organization such as sales, finance, distribution, and marketing. It is an admitted fact that the emergence of the Internet especially the e-commerce caused the creation of large volumes of customers’ data that were not integrated with the data stored in the service area of the information system. As a result, the CRM systems were developed and implemented in an attempt to deal with these issues by offering information and tools to bring a better customer experience and to maximize the time customer value for an organization. Basically, the CRM puts together customers’ data from a variety of corporate departments, evaluate these data, and then offer the results to both customers and employees touch points. In this scenario, a customer touch point can be any method to communicate with the customer for instance, email, telephone or fax (Stair & Reynolds, 2003; Turban et al., 2005). How Does CRM Help? In recent times, the majority of business organizations take the essential steps of putting into practice an effective CRM, its computerization makes their business very efficient. On the other hand, preliminary adopters of computer technology took charge to build well-organized techniques to keep track of the prospective clients and customers. In fact, the successful organizations believe that having a centralized database of their clients give their business managers and staff members valuable information about other similar prospective successes. Additionally, it provides their management with a wide variety of techiniques to see what is taking place in their sales organization in a single centralized platform and, most importantly, it gives them a way to competently and effectively set up frequent contact with perspective clients who might have otherwise been neglected. Since that time, CRM software developers have been attempting to add more and more functionality, tools and problem solving features to help organizations get ahead with the customers (Soleran, LLC., 2010; Turban et al., 2005). CRM Systems Leverage Customer Service Opportunities At the present, CRM applications are used to manage almost all the areas of business organizations. For instance, marketing automation CRM tools allow the business organizations to successfully establish the life cycle for a service or a product. In fact, by making use of a CRM system a company can learn a great deal additional about how frequently a usual customer likes to put back a product with a new model. In addition, a CRM system can allow a service provider to present a prompt to renovate a contribution or to return for service. In short, the business organizations that make use of CRM systems to track their long-standing relationships with customers are able to intertwine an efficient story into yet the majority frustrating experiences (Taylor, 2008; Turban et al., 2005). Developments in CRM Area Emergence of ECRM Nowadays, we can observe numerous new developments in CRM areas. In this scenario, electronic customer relationship management (eCRM) is another latest emerging trend in CRM area. Basically, eCRM is divided into two main categories analytical and operational and eCRM applications. In this scenario, analytical eCRM normally deals with the usage of software or technology in order to perform operation on huge volumes of customer data. Additionally, this data is used to retrieve trustworthy information that can be used by the business organization to investigate its customers behavior. It is acknowledged as a “back office” system. Additionally, sales recording system, analytical report system, sales trend and forecast report system, and customer profile/segmentation system are some of the well-known examples of analytical eCRM. On the other hand, operational eCRM normally deals with the customer communication related aspects. This communication can be two-way both from company to customer and from customer to company. Also, this kind of CRM is acknowledged as a “front office” system. Some of the well-known examples of operational eCRM comprise cross-sell/up-sell capability, site customization, loyalty program, automatic service system and automatic email response system (Sophonthummapharn, 2009). According to (Sophonthummapharn, 2009), without a doubt there are several technological elements of an eCRM application however primarily considering eCRM by means of technological framework is a fault. In this scenario, it is essential for the business organizations to consider eCRM as a strategic framework that can facilitate a business organization to better determine and deal with ever-increasing customers expectations and needs as well as how the business organization can effectively address those needs and expectations. In this way, a business organization will be able to improve and maintain effective relationships with the customers. In this scenario, this strategy completely relies on putting together different information about market trends and customers with the intention that a business organization can put on the market and promote products/services more successfully. In addition, the application of an eCRM system is expected to carry out the supposed task for the business organization. According to (Sophonthummapharn, 2009), eCRM is not simply concerned with information technology or software. In fact, it is concerned with bringing together business operations with customer strategies in order to get customer loyalty as well as generate maximum profits in due course. However, these business operations are completely supported through software and technology. Moreover, by making effective use of an eCRM system, business organizations can have a number of advantages. Normally, there are three main viewpoints on eCRM benefits: 1. Strategic benefits: An organization can gain and maintain competitive edge over other competitors It can provide excellent tools and applications to effectively determine and understand customer requirements It can help an organization recognize new/added selling opportunities 2. Customer service benefits: It offers modern way of communication with the customers as a result it increases customer satisfaction It increases customer’s loyalty, which eventually increases profits It increases customer retention rate 3. Productivity benefits: The application of an eCRM helps an organization generate maximum revenue and profitability It increases employee efficiency It reduces overall cost From the above discussion, the application of an eCRM is considered as a techno-relationship modernization which offers a wide variety of benefits to business organizations of all sizes (Sophonthummapharn, 2009). Mobile Customer Relationship Management (mCRM) It is an admitted fact that the mobile phone is a personal device that is kept by the customers almost always present in their pocket. Additionally, it is user-friendly and it supports interactive applications. In this scenario, various researches have shown the fast growing interest of customers in using a wide variety of value added services for instance, games infotainment services, ring-tones and logos. In addition, some research work was carried out on the Italian digital music segment which shown that the mobile channel is ten times more effective and efficient than the web channel (Valsecchi et al., 2007; Wu et al., 2009). According to (Valsecchi et al., 2007; Wu et al., 2009), at the present business organizations want to keep their work in progress at the same time as on move. As a result, more and more business managers are trying to bring mobility of business work. In fact, business managers want the web content and enterprise applications to be accessed and utilized effectively while they are outside the workplace. In this scenario, latest technologies such as wireless networks have gained its fame for the reason that it offers advantage to business staff to be always informed despite being outside the office. Consequently, it allows the business managers to access necessary information which helps them to take effective decision any time (Valsecchi et al., 2007; Wu et al., 2009). In the recent time, the idea of customer relationship management (CRM) has gained considerable fame and has been the buzz for a long time in business world. In view of the fact that the CRM with its customer-centric approach allows the business organizations to effectively and deeply focus on their customers. As a result, marketing, overall sales and service department of a business organization improves by the application of CRM. In their paper, (Payne & Frow, 2005) discussed a tactical technique for CRM which demonstrated the significance of the CRM in the business organizations. This theory helped the business organizations to understand the importance of CRM for their business. As a result, business organizations have started believing that they would need to bring mobility in their existing CRM systems in an attempt to achieve perfect result and increase profit. In fact, the mobility in the existing CRM systems would allow business managers to access data and information of the customers while being outside the office. In this scenario, one of the latest developments in CRM area is the emergence of mobile customer relationship management (mCRM), which has facilitated the business managers to access data and information of the customers using mobile and wireless devices without being sitting at their offices (Valsecchi et al., 2007; Wu et al., 2009; Ranjan & Bhatnagar, 2009). Up till now, a lot of research work has been done on mobile customer relationship management. For instance, in their paper (Smith, 2007) discusses the use of CRM in mobile technology and communication which demonstrated the way mobile communication has improved the CRM viewpoint in the business world. In the recent times, mCRM has been getting considerable fame for the reason that it helps business users to access the data and information of the customers at place where it is truly required (Valsecchi et al., 2007; Wu et al., 2009; Ranjan & Bhatnagar, 2009). All the facts presented by the literature offer an excellent opportunity for the business organizations by making use of the mobile net as a promotional channel in an attempt to enhance corporate brand attentiveness as well as to provide a set of more effective and complete services to their customers, to supplement enterprise products and services. If we talk about the expenditures of using mobile CRM, it normally takes a small investment in the form of a technological solution, adaptation of processes or personnel training. On the other hand, in some cases when utilizing free SMS, many organizations believe that the operating expenditures associated with distributing messages are too high. Though, the organizations give an optimistic assessment of their investments in mCRM, however no one has performed an investigative evaluation of them (Valsecchi et al., 2007; Wu et al., 2009). In their paper, (Ranjan & Bhatnagar, 2009) present a detailed investigation of the concept of Mobile CRM. In their paper, they define the mobile customer relationship management as established objectives at nurturing customer relationships, attracting or maintaining customers. In addition, it can also be used to support a wide range of business operations such as sales, marketing or service processes and makes use of mobile communication channel as a mode of communication with customers. In this way, this latest enterprise architecture/model allows business managers and staff members to come more close to their customers. As discussed above, the availability of a wide variety of mobile channels makes it possible for the business organizations to interact in a well-organized way with the customers. In their paper, (Ranjan & Bhatnagar, 2009) discuss some of the key drivers with mobile market, which are discussed below: (Ranjan & Bhatnagar, 2009) Ubiquity: One of the most attractive features that mCRM brings for the business organizations is the ubiquity. According to this feature, the communication of the company with its customers does not depend on the locations. As discussed above, business managers can sit anywhere and access customer related data without sitting at their office premises. Reachability: The mCRM allows the business managers to effectively communicate with customers. In this scenario, a company can contact its customers at remote places to get their ideas about the product or service and keep informed customers regarding new products and service. Security: Data and information security has always been one of the most important concerns of any business. However, with the passage of time there has been considerable improvement in security of wireless network which has made mobile market more trustworthy. In this scenario, the latest tools and technologies provide a wide variety of protocols which help ensure the security required for customer data over wireless network. Convenience: The use of mCRM offers easiness to customers. In other words, the more close business organizations go to the customers, more convenient customers experience with respect to the user-friendliness of organizations managers. In this scenario, mobile market has minimized the distance between the organization and its customers, which has offered an excellent way for customers to interact. Localization of service and applications: Another important advantage of the mobility is that it has allowed the business managers to make use of the customers’ data anytime and anywhere regardless of the location. In other words, location is no more a barrier for the business managers to communicate with the customers. Instant Internet connectivity from a mobile phone: In view of the fact that the mobile technology offers instant connectivity so it allows its users to be for all time connected with each other. In this way, a user can use the Internet via mobile phone to access any pieces of information. Personalization: Another important feature of the mobile technology is that it offers its customers a facility of personalization, which increases more interactivity between the business organization and customers. In addition, the demographic data and additional particulars of the customers can be effectively collected by going more close to them instead of reaching them from distant place. From the above discussion we can drive some facts. It is clear from the above discussion that the mobile based customer relationship management has presented wireless medium for business managers to effectively communicate with customers. In this way, business managers can have effective communication with customers for the reason that with the help of mobile supported communication customers’ data can be easily accessible even when they are moving from one location to another. In addition, the way of resolving business issues related to customer management can now be easily handled by means of mCRM. Basically, mobile based customer relationship management encompasses various elements such as mobile sales, mobile marketing and mobile service. In other words, this kind of business operations can be performed while being mobile. In fact, the integration of various customer management operations such as the service, sales and marketing is successfully possible through mCRM (Ranjan & Bhatnagar, 2009). Moreover, the entire process of sales and marketing of the services or product to be presented to the customers can be simply handled through mCRM. In this scenario, the advancement in the wireless technology and the IT will certainly help improve mCRM. It is admitted fact that the advancement in IT structure improves the process of distribution of the customer data at the same time as business managers are on move. Moreover, the mobile based customer relationship management has helped in improving the entire supply chain process as every process in this area such as service sector is completely reliant on customer data. In view of the fact that the more prompt and rapidly business managers get access to customer data, better the process of distributing products and service will be there in a business organization (Ranjan & Bhatnagar, 2009). EA Implications and Issues In this paper we have discussed a lot about customer relationship management. We have also discussed various types of CRM that can be used by the business organizations to improve their business performance and increase customers’ loyalty. The selection of a CRM application completely depends on the requirements and budget of a company. It depends on the objectives of a firm how they want to achieve these objectives and how successfully they form strategies to achieve these objectives. As we have discussed above, a customer relationship management system can be very useful in achieving the objectives of an organization. But there can be certain issues and limitations in the successful adoption of this latest technology. For instance, a firm that wants to implement a CRM system to increase customers’ loyalty would need to offer training for their staff members. The majority of business organizations run their business using traditional business practices. In this scenario, shifting from traditional enterprise structure to a fully automated framework can be challenging for a firm. In fact, it will require automation of the entire manual records. It can also affect the quality of customers’ data. There is another issue and that is about security. In view of the fact that a CRM system will operate over the Internet so it will be a real challenge for the organization to secure this system. In case a competitor gets access to the system will affect the entire business. Thus, to deal with this kind of issues the business organization will hire IT personnel, which will ultimately increase the operating expenses. In addition, using a CRM system requires a lot of practices and considerable training. So a firm will have to train their staff members in order to get full advantages of the system. Additionally, some of the old staff members who have been used to old and traditional business structure will definitely oppose this kind of system. So it is a serious responsibility of the firm to deal with their concerns. Conclusion This paper has presented a detailed analysis of enterprise architecture. An Enterprise Architecture is a continuous process which allows business organizations to establish business goals and objectives and makes use of the latest technology to achieve these objectives. After presenting a detailed discussion on EA, we have discussed about CRM. Basically, CRM applications are created in an attempt to deal with issues that are faced by business managers while carrying out business activities. A CRM application deals with these issues by offering information and tools to bring a better customer experience and to maximize the time customer value for an organization. The CRM refers to a strategy that business organizations implement to manage customers’ communications. One well-known instance of a CRM policy is the rewards card program available at numerous supermarkets. In this paper, we have discussed some of the latest applications of CRM. This paper has presented a detailed overview of mobile CRM and electronic CRM. This paper has also discussed the advantages of both the approaches. However, there are certain limitations of these enterprise architectures. This paper has discussed various issues while implementing these technologies. References Coetzee, F., 2009. Towards an Approach to Easy Enterprise Architecture. 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