Hôm nay "công ty đang phải vật lộn với một vấn đề đơn giản, nhưng cơ bản. Họ cần phải hiểu khách hàng của họ! Trong lịch sử tổ chức tiếp cận thị trường của họ từ một điểm "thị trường" sản phẩm của xem, trong khi duy trì một cái nhìn toàn diện của từng dòng sản phẩm cụ thể, phân mảnh thông tin khách hàng qua các hầm chứa thông tin nhiều. | CRM On Demand Recommended Practices Integration The Oracle Advantage An Oracle White Paper Updated 9 13 2011 ORACLE CRM On Demand Recommended Integration Practices for Oracle CRM On Demand Introduction Today s companies are struggling with a simple yet fundamental problem. They need to understand their customers Historically organizations approached their marketplace from a go to market product point of view which whilst maintaining a holistic view of each particular product line fragmented the customer information across numerous information silos. In today s global economy the relationship with the customer is key. Fail to understand your customer predict his needs or differentiate yourself through the value he sees in your services then they will move on. Business Goals IT Strategy Enabling Faster Time to Market for New Products Services Improving Business Agility and Performance Streamlining Operations v Leverage what you have in place T Focus on cross functional processes V Ensure ability to adapt to customer needs Sustainable and extensible integrations This trend of shifting from a product centric organization to a customer focused one is often the driving force behind the majority of purchases of CRM solutions today. However in order to gain a complete understanding of a customer s relationships hierarchies both within your organization and outside you need more than an isolated CRM platform you need an integrated environment that leverages all customer related information to drive and provide value into each and every interaction and transaction. Oracle and Siebel the pioneer of Customer Relationship Management systems have been helping customers many of them the largest global organizations in the Fortune500 on this journey towards customer centricity. Our experience has taught us that integrating to CRM is not always that simple typically organizations suffer with data quality issues. Many CRM projects have overrun or failed to deliver on expected value
