A SOA-Based Framework for Internet-Enabled CRM

Abstract

Because of changes in the service economy, the service-oriented management (SOM) approach has been adopted widely for contemporary enterprises. Service-oriented management is the operational management of service delivery within a serviceoriented architecture1 (SOA), which provides a differentiated service delivery capability during operation. SOA furnishes a basis for e-service composition and delivery over the Internet and allows e-service companies to design customized e-services and combine them dynamically based on their needs (Ordanini and Pasini, 2008). This concept enables firms to manage and serve customers anytime and anywhere via any device, that is, CRM can be executed without the limitations of location, time, device, and service type. Customer relationship management (CRM) is a significant issue for today’s companies. In particular, a good CRM strategy may assist firms to earn advanced profits, increase customer perceived value, and acquire new customers. In this study, CRM is transformed from traditional CRM (face-toface) to Internet-Enabled CRM (over the Internet). This chapter defines Internet-Enabled CRM as conducting CRM by utilizing devices which can deliver e-services through the Internet. The extent of Internet-Enabled CRM includes electronic CRM (E-CRM), mobile CRM (M-CRM), and ubiquitous CRM (U-CRM).