Information Architecture: Connecting CRM to the Business

Rob Collyertwitter: @robatjanetcommunity: https://community.ja.net/users/rob-collyer

Is CRM just another system?

No

=Information Management & Process

+Infrastructure

+ Systems

+ Social/Self service

+Reporting

Customer Relationship Management

Some of the issues at Janet

Janet CE Team

Janet Ops

Janet CE Team

Customer

Customer

Janet Brokerage

Customer

Janet Director/Senior

Manager

Customer

Janet Service Desk

Updates service

record

Ticket Logged

Raises a support Ticket

Service Delivery System

Reg

ular

Mee

tings

Meeting

Product EnquiryProduct Enquiry

New Business Opportunities

Ticke

t Ass

igned

Poor Business

Intelligence

Knowledge lost

Lack Customer Knowledge

Own Customer Knowledge

Own Notes

Own Customer Knowledge

Own Customer

Knowledge

Online Presence

No Data Access (Manual)

Inaccessible Data

Other Systems

(e.g. SAGE)

Finance Team

Single Access

Delivering an excellent information experience for staff and customers through a coherent information architecture.

• Integrated web presence• Systems aligned to business processes• Capability to share and consume data with other

systems• Flexible architecture that adapts and scales over

time• Information that drives Janet’s actions• Easy Access to meaningful information• A focal point for community collaboration

Vision for CRM

• Organise data, understanding its purpose and context

• Consolidate information sources

• Simplify complex systems

• Open up information and data

• Ensure systems are used how they were intended

• BPR where necessary

• Change management

CRM: Information Management & Process

Systems

ServicesSAGECRMWebsites

• Service Oriented Architecture approach

• Determines how core systems and data should interact/be linked

• Provide standardised and reliable data between systems

• Ensures data is shared and used where it is needed

• Create a pluggable ecosystem

CRM: Infrastructure

Service Layer (ESB)

SAGECRMService Deliver

y

Websites

Partners

• Enable knowledge transfer

• Extendable and scalable to link other data systems

• Provide a common interface for customer data

• Open source and modular

• APIs to join up internal and external systems

CRM: System

• Social platform to connect users

• Two way conversation

• A central knowledge base

• Areas for sharing ideas & experience

• Platform for engagement

• Collaborative work spaces

• Self service tools for customers, powering back office processes

• Soft marketing

CRM: Social/Self Service

The new systemJanet

Intranet

Marketing

Service LayerPartners 3rd Parties

community.ja.netwww.ja.net

CRMService delivery systems

Back office systems

Information Architecture

Business Intelligence and Reporting Layer

• BPR is tough

• Organisation change takes time

• Embedding consistency

• Avoid scope creep

• Join up services (all of them)

• Don’t rush in

• Communicate and then communicate some more

Lessons Learnt

Questions?