Home > Articles

  • Print
  • + Share This
This chapter is from the book

This chapter is from the book

Change Management and Market Strategy

Change management is one of the first influences to adopt the enterprise-wide point of view that characterizes CRM applications in today's business landscape. Focusing on managing corporate resources across the organization, change management harnesses those resources and shepherds them into productive channels.

Whether those channels are productive depends on the strength of your market strategy. The iterative process of developing market strategy and testing it out in the real world has undergone significant changes in recent years because of factors such as the following:

  • Introduction of new channels such as the Internet and wireless devices

  • Business process integration

  • Business to business exchange

Taken together, change management and market strategy have influenced the evolution of CRM by raising the bar—taking the focus from case-by-case customer management to providing the enterprise information needed for driving the corporation as well as getting beyond the corporation's boundaries.

Introduction of New Channels

Internet hype might be subdued since the collapse of the dot com revolution, but the introduction of the Internet as a business channel is not only here to stay—it's just getting started. And, in today's market, a rival force is the wireless revolution, also in its infancy and also with far-reaching consequences for business and consumer alike.

One thing the Internet has done for business, in combination with other forces, is to blur the boundaries. In the early nineties, with the advent of business process reengineering, companies saw the boundaries between themselves and their customers begin to soften. One of the strategies of reengineering is to push work formerly done by the company over to the customer in self-serve arrangements. Suppliers also began to take work off the hands of the acquiring company—their customer, for example, by checking their own inventory levels at the customer's site, monitoring stock levels of their own items, and then replenishing inventory automatically when needed. In these ways, the boundaries between a company and its customers and suppliers had already begun to blur.

The Internet introduced a much more profound blurring, which indeed amounted to a restructuring of customer (and many other) relationships. From the user groups and customer interest groups of the past, buyers have moved into a much more tightly coupled relationship with sellers. Now, customer consortiums can design products, and one-to-one marketing schemes provide individually tailored products that customers can assemble for themselves. Experts talk of user experience and customer intimacy, as the fabric of the customer relationship becomes stickier, and at the same time, more amorphous.

As broadband makes the Internet into the "always on" connection, with the bandwidth for interactive applications, wireless makes it ubiquitous, providing anywhere, anytime, anyone access to your business resources.

Business Process Integration (BPI)

Business process integration, how companies get all their computer systems talking to one another seamlessly, is an increasing priority as companies get more and more of their processes automated and on the Web. CRM benefits from this process integration because it needs data from all the different systems to complete the 360-degree picture of the customer.

BPI gives companies a process for defining how various business systems overlap and relate to each other so that these systems can better share information, processing rules, and platforms. As business process integration methods improve and evolve, new generations of CRM systems are positioned to access more and more of a company's information resources.

Business to Business Exchange

The other really big new influence is .NET, Web services, and all the new standards currently under development for business exchange online. The point of all that is to make services offered over the Web more interoperable (apples to apples), and to make it easy for businesses to exchange information electronically.

TIP

A Web service is defined as an application that adheres to new connectivity standards (SOAP, WSDL, and UDDI) that are based on more mature Internet standards (HTTP and XML). This standards-based connectivity automatically enables a Web service implementation to dynamically discover and interact with other Web services.

On the new technology horizon, methods for business to business (B2B) exchange are evolving. Technology industry initiatives have resulted in the development of the .NET and Sun ONE platforms, industry standards for connectivity, such as WSDL, and the Web services concept for business exchange.

TIP

WSDL (Web Services Description Language) is an XML-based language for documenting what a Web service does, where to find it, and how to access it.

A recent article in the Harvard Business Review was titled "Have Your Objects Call My Objects," and that's what Web services are all about. Whereas a few years ago, people would facilitate schedules, purchases, and so on. Today, computers are taking on that role—ideally, almost without human intervention.

A common example illustrating the Web services vision is the travel agent service:

  1. You sign up online for a conference or a training class and one click sets off a chain of Internet transactions that would take care of a whole series of steps:

  2. Register you for the class

  3. Book airline reservations for the specified dates of the conference

  4. Reserve a hotel room in the destination city

  5. Reserve a rental car for your visit

  6. Make dinner reservations for the first night

  7. Synch all these reservations up and deliver an itinerary

In the Web services world, companies collaborate electronically to automatically deliver a series of transactions, such as the travel agent service, with a minimum of human intervention.

.NET is the architecture framework for Web services. It's the latest and greatest platform definition from Microsoft for component development. Application components are self-contained units of functionality—chunks of code—you can mix and match to put together specific solutions.

What are the implications of .NET and Web services for the average business? New applications that are increasingly plug and play. A director of technology at a Web-enabled insurance company told me recently: "We are an insurance company. We don't need 500 people in systems development (which we currently have because of acquisition and merger activity). We need to consolidate our systems and get back to the business of selling insurance."

That's the sentiment in a lot of quarters. We want technology to be easier, to be something a businessperson can deal with without thousands of developers. That's the vision. It's not here yet by any means, but it's definitely on the horizon.

Information Technology as Enabling Partner

As information technology has matured, the expectations for technology have changed from carrying out tactical plans defined by the business strategist to enabling strategic advantage. The pursuit of new technologies such as CRM for the promise of strategic advantage has resulted in companies incorporating IT strategies into the overall corporate strategy, rather than permitting the corporate strategy to dictate IT strategy. This change represents a fundamental shift in the relationship between IT and business—from IT as subordinate to business to IT as enabling partner to business.

The paradigm shift is evident in business today, where technology is no longer just a supporter, but has become a central priority. The emerging role of IT is that of influencing while the business generates demand, illustrated in Figure 3.2.

Figure 3.2Figure 3.2 The emerging role of IT is to influence the business application of new technologies.

The more a company has adopted the new paradigm, the greater the demand will be for systems that are

  • Faster, in terms of both the development cycle and the performance delivered, because speed to market is as crucial as high-performance

  • Stronger, for handling multiple concurrent transactions via multiple channels

  • More strategic in their objectives

This all adds up to more integrated CRM systems as the new standard.

  • + Share This
  • 🔖 Save To Your Account

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.

Overview


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information


To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information


Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children


This site is not directed to children under the age of 13.

Marketing


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information


If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information


Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents


California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure


Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact


Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice


We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020