Technology process Control of developing CRM on Java platform architecture

Chapter I. Overview

This paper expounds all aspects of developing CRM application system on Java-EE platform, including Gaohui's understanding of CRM system, some deep problems to be noticed in the development of Java-EE platform, and the principles to be noticed in the development analysis. These are the experiences and lessons learned by the author in practical work. In the work, I deeply understand the importance of system analyst, especially for components as the main development object of the project, System analyst technology and business quality for the whole project success or not play a very crucial role.

It should be explained that this is not the author's working document, but a shared document that shares experiences and lessons, so I just wrote the title, please understand, about some of the specific system design issues involved.

Chapter II CRM

2.1 CRM Overview

Science and technology in constant progress, market competition increasingly fierce, for enterprises, more and more strong sense of customer resources is the most important one of his winning resources: first, the advantage of enterprise competition is not only the product itself, advanced service means has become the key The modern competition is actually the customer's overall contention and the customer's trust to the enterprise is often the experience from its consumption process, how to achieve the greatest degree of customer satisfaction is very important content, therefore, customer relationship management System (CRM) came into being, and became a hot spot in the Western market in recent years and the big buy point.

In fact, CRM is a one-to-one requirement relationship management between Enterprise and customer. In this way, the customer's perspective from the previous department level to the level of the enterprise, each department shares customer resources and communicates with customers in a unified external interface, which requires the ability to integrate all the information that is obtained through communication with customers in various ways, such as fax, mail, telephone, Web page, etc.

In the design of CRM application system, we should first pay attention to the format of data structure: CRM application system implementation is the key to the customer as the core data structure, which includes the customer's basic information, customer purchase list of goods, customer complaints, customer recommendations, customer service records, customer potential needs, Customer loyalty to the enterprise and so on. One reason for this design is that a CRM application system is easy to understand for the enterprise, easy to operate user interface, the second is for the design and development of CRM application system can be more easily expanded, with good development interface and development flexibility, for project managers, system analysts can more easily control the entire development process, Reduce the risk of project development.

In addition, we have carefully studied several companies in the domestic CRM application System products, from learning a lot of things, but also to see the shortcomings of these products, in the later part of this article we will mention that we found that the cause of this deficiency is largely due to technical reasons, so, after repeated argument, In the end, we chose to develop on the Java-EE platform that I am familiar with, which has largely overcome those deficiencies.

2.2 CRM Application System module Division

CRM application system consists of five parts of marketing management (Marketing), sale Management (sales), service management, call center and e-commerce (e_business).

Market management: To provide Easy-to-use interface and tools, so that operators can thoroughly analyze the market, customers, planning and tracking market strategy, analysis of competitor's market strategy, etc., in order to more effectively expand the market. In this module, through the customer data such as geographical, consumption levels, consumption habits and methods, potential demand, loyalty, the product list, etc. valuable information to thoroughly market strategy analysis from different perspectives, but also to assess and track the current or ongoing marketing strategy, And through detailed analysis of their own and competitors ' data, to plan a more effective sales strategy.

Sales Management: Manage user information, business opportunities, and sales channels, and so on, so that the salesperson can keep the resources and the latest price information of the enterprise in time without geographical restriction, and can provide customers with the latest and most interested list of goods and price information. This module includes opportunities, accounts, contracts and other management, sales force composition, sales team members and redeployment of resources management, effectively track sales performance, while providing individual sales methods and process reference, flexible product configuration, quotes, discounts, generate sales orders. In addition, the module should also be integrated with E-commerce module, in order to achieve multi-directional, multi-level sales, while reducing the cost of sales.

Service Management: This module through the dynamic establishment of the knowledge base, so that customer service representatives can effectively improve the quality of service, increase customer satisfaction, and capture and tracking the emergence of business opportunities, product quality information, customer needs and so on, and timely to customers to recommend other products and services.

Call Center: Call center is an important part of the implementation of CRM application system, he is in fact the Sales module and service module for a high degree of integration, so that the general business representative can carry out real-time sales and service. Through the management of accounts, contracts and other information, and through the support of the knowledge base, you can maximize the satisfaction of the various needs of customers. Call Center provides the most comprehensive computer telephony integration Technology (CTI), through the use of dialed Number identification Service (DNIS), automatic identification (ANI), interactive Voice Response System (IVR) fully supported by the adoption of system-made computer telephony integration technology, Can be in the process of user dialing the business Representative has been able to obtain customer information, flexible business processing.

E-commerce: E-commerce module is a logical integration of all of the above modules, it provides a personalized, user-friendly, highly integrated and Easy-to-use user interface, in this user interface customers can carry out almost all the requirements, such as purchase, payment, seek service support, query products and services directory, Query order status and so on, can even contact with the call center, the greatest extent to meet customer needs.

Because we use the Java-EE architecture Platform development method, so it is easy to integrate our marketing management, sales management, service management and call center modules into e-business modules, while most of the call center functions can and should also be used in sales management, service management modules developed components. Therefore, this requires us in the development process, we should make full use of the advantages of Java EE platform, the high reusability of components, reduce the cost of development, accelerate the progress of development, and can control the quality of development. In the actual development, for the EJB, servlet quality requirements are very strict, the project leader, system analyst must grasp the good quality.