E-Commerce Infrastructure

The principles discussed in the previous section will be of little use if there is a lack of adequate E-Commerce infrastructure to capture, organize, analyze and manipulate data. In the absence of adequate meaningful data, organization will not be able to identify their customers' needs and use multiple channels optimally. The guidelines for building a well designed architecture are discussed below.

Centralized Data Storage

Centralized storage of customer and product information is required to develop sound strategies. Though it seems simple, not many organizations have managed to build such a data repository. Consolidated customer information can be of great use to organizations. It will give them a comprehensive view of customers that will enable them to create customer experience. E-Commerce systems allow organizations to create a centralized repository that can be accessed by employees of different functional departments, working at different locations.

Update Information Dynamically

A key feature of systems architecture is the capability to dynamically update customer information. Customer information should be updated real time, irrespective of the channel used by customers. Such updating is essential for channel synchronization. If a customer lodges a compliant through a company's web site and then makes a call to find out the status of the complaint, the customer service executive should be able to instantly answer the customer's queries on the basis of customer information stored in the system. E-Commerce systems also enable the tracking of a channel partner's interaction with customers. Apart from dynamic updating capabilities, there should also be a provision for modifying the system architecture whenever there is a necessity.

Focus on Back Office Systems

The processes that directly interact with customers and back end processes must be efficient to enable an organization to achieve a high level of customer satisfaction. The processes that directly interact with customers are sales, marketing, customer service, etc. Back end processes are order fulfillment, billing etc. The online ordering system must be linked with the fulfillment, accounting and distribution system. For example, FedEx has a well integrated information system that enables customers to check the real time status of their orders on the FedEx website.

For real time configuration and price quoting capabilities, the integration of back office systems with front end systems is essential. This integration will enable the company to extend online ordering and quotes to channel partners. It will also allow customers to view products and service details online. Thus, an E-Commerce system can be extended across channels from customers to manufacturers. This integration of systems simplifies order entry and also empowers the sales force with information and tools that will help them cross sell and re sell products and services.

Scalable Systems

As a business grows' its E-Commerce systems should also adopt and grow along with the organization. To be able to adapt, E-Commerce systems should use scalable technology. Scalability refers to the ability of the system to handle numerous users concurrently and allow them to complete transactions in the minimum possible time.

Support all Applicable Platforms and Devices

A wide range of communication and information devices are in use today. Regardless of the hardware and operating system used, E-Commerce systems should be able to integrate with all devices. For example, mobile devices should be able to link up with a company's centralized database. Without these capabilities, there will be customer dissatisfaction. The use of handheld devices can be highly effective in the pharmaceutical industry. Medical representatives can gain access to information on drug and physician profile while traveling.

Support Global Implementation

A global E-Commerce system must support the currency and language of all the countries in which it operates. It should also accommodate any changes in the currencies of the country e.g. the switch from national currencies to the Euro in Europe. As businesses expand globally, the ability of E-Commerce systems to support multiple currencies and languages should also increase.

Single View of the Organization to Customers

Customers should get a unified picture of the organization. Even if the organization is using multiple channels there should be no conflict in communication. Companies in the automobile industry often run into communication problems. Automobile manufacturers spend a huge amount of money on building brand identity. But the brand identity is not optimally leveraged by their distributors and dealers. If a particular model requested by a customer is not available with the dealer, the dealer contacts another dealer via telephone. In the meantime, the customer loses patience and leaves the showroom. To overcome this problem, Saturn Corporation has implemented an E-Commerce system that links all its retail outlets across the nation with each other and with customers and partners. It is estimated that 15,000 retail team members will use the system in real time to fill customer orders, handle customer queries, and so on. Through the Internet, customers can communicate with dealers and the dealers can have access to updated customer profiles.

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