La gestion de la relation client et le business to business dans le domaine électronique

Résumé du document

Nowadays, in our technological world, businesses have to take into account many new different parameters. Within the last decade, the development of the Internet and the access to a worldwide network also contribute to develop new businesses. Starts up and e-shops are now part of the international business landscape. E-commerce is everywhere. In that complex and new environment, how a business to business organization can manage its customers?

Customer relationship management (CRM) and business to business (B2B) are necessary to the achievement of business. Although they are two different modules, they share many similarities. The integration of CRM and B2B will profit all parties in a running business, as well as sales department, marketing service, customer service, and many other supports.

Extraits

[...] CRM is a business system for acquiring and retaining customers. A good CRM system of a company should be integrated with the advanced technology to provide a differentiated service for holding the customers Economy. It is between five and ten times more cost-effective to retain customers than to attract new customers. The cost of losing profitable customers to the competition is very high and it is unlikely that once lost the customer will return. This challenges CRM very much and thus makes CRM especially important to customer retention and loyalty. [...]

[...] Better developed hubs are now offering complimentary services including systems integration, hosting, financial services such as payment processing, receivables management, credit analysis and logistics services (including shipping, warehousing, and inspection) as well as risk transfer services. Disintermediation. It is one of the primary benefits of B2B hubs but also one of its greatest challenges. The fundamental business attraction of B2B hubs is their ability 5 to remove existing and costly intermediary roles. Those intermediary roles may be external to a corporation or supported by external functions. As a result B2B hubs may generate hostility from internal functions in a similar manner to the reactions of large IT departments to outsourcing proposals. [...]

[...] Technologies, operations, costs, and benefits are all issues that should be addressed in the feasibility study. B2B e-commerce is fundamentally about the flow of information among business organizations. Since the boundaries of organizations are more fluid than they used to be, CRM-B2B integration means that an enterprise's business systems can no longer be confined to internal processes; rather they must interoperate with other such systems that support links for their customers. With the failure of the dot-com revolution, the real opportunity of the future Internet is in transforming business-to-business relationships REFERENCES http://en.wikipedia.org/wiki/Customer_relationship_management http://en.wikipedia.org/wiki/B2B http://www.msc.ir/seminar/topic_10/eraye/193.pdf Beardi, C. [...]

[...] B2B is more dependent on the Internet but CRM has more emphasis on business processes. Customers. B2B customers are much harder than CRM customers to switch to different products and service providers. In addition, B2B can generate a critical mass of customers, while CRM may or may not create that depending on its size of customers and what kinds of customers it has. Software capabilities. B2B is not a technology or software. Rather, it is an environment that contains critical pieces of hardware, software, infrastructure, and business processes. [...]

[...] La gestion de la relation client et le business to business dans le domaine électronique TABLE OF CONTENTS INTRODUCTION . p I. Definitions . p Characteristics of CRM p Characteristics of B2B . p II. Comparison between CRM and B2B p. p Similarities between B2B and CRM Differences between B2B and CRM p. III. IV. Integration of CRM and B2B p. Current Issues and trends p. p SUMMARY . [...]