B2B AND CRM
Diğdem Çiftçi
Emre Akpınar
Öncel Manav
Volkan Gürçeşme

WHAT IS B2B
 Business-to-Business.
 A tangible sample

E-commerce & B2B
 Communication
 Market Race
 Outcomes
 Satisfaction

Similarities B2B/CRM
 Increasing hub services
 Customer Research / Data Mining
 Technology as an Enabler
 Testing & Evaluating for Marketing
 Meet unpredictable growth & demand

Differences B2B/CRM
 Customers
 Software Capabilities
 Design Philosophies
 Parties Involved
 Their Natures

Benefits of Integration
 B2B expected to grow from 250 Billion in
2000 to 2.7 trillion in 2004.
 Improved Efficiency
 Improved Quality
 Access to Supply Chain
 Complementing Features

CRM – B2B integration strategies
Strategy 1: Embedded
 “Collaborative CRM”: real time, people based
customer support other than telephone and
face to face
 Web co-browsing, chat, instant messaging,
application or desktop sharing
 Better option in most cases

Considerations before
adopting
 Knowledge of CRM and B2B
 Costs and Benefits
 Long term internet model
 Compatibility
 Separation technology
 Future implications

Strategy 2: Two separate modules
 Data exchange is critical
 Suggested four tiered B2B architecture
Database access, storage and management
Transaction processing and connection to the server
E-commerce-related logic and business decisions
HTML page and client forms
 Efficient, cost-effective and better performance

Separate CRM module
 Presentation components
 Business logic components
 Data access components
 Integrations with back office

Current issues and future trends
 Market, technology and economy
 B2B, CRM functionality
 Further facilitation of CRM
 Access to global market
 More attention to CRM-B2B

 Integration of B2B and CRM will continue
 Offers organizations many benefits
 Feasibility is important
 Organizations can not be confined to internal
processes

E-commerce
 E-commerce is made
up by a complex of
links between individual
participants in the given
commercial
BUSINESS CONSUMER
BUSINESS B2B C2B
CONSUMER B2C C2C

E-commerce definition and types
of E-commerce
 E-commerce is a subset of e-business, is the purchasing, selling,
and exchanging of goods and services over computer networks
(such as the Internet) through which transactions or terms of sale
are performed electronically.
 B2B (Business-to-Business)
Companies doing business with each other such as manufacturers
selling to distributors and wholesalers selling to retailers. Pricing is
based on quantity of order and is often negotiable.
 The term \"business-to-business\" was originally coined to describe
the electronic communications between businesses or enterprises in
order to distinguish it from the communications between businesses
and consumers

Types of E-commerce
 B2C (Business-to-Consumer)
Describes activities of businesses serving end consumers with
products and/or services
An example of a B2C transaction would be a person buying a pair
of shoes from a retailer. The transactions that led to the shoes being
available for purchase, that is the purchase of the leather, laces,
rubber, etc. as well as the sale of the shoe from the shoemaker to
the retailer would be considered (B2B) transactions
.
 C2B (Consumer-to-Business)
A consumer posts his project with a set budget online and within
hours companies review the consumer's requirements and bid on
the project. The consumer reviews the bids and selects the
company that will complete the project. Elance empowers
consumers around the world by providing the meeting ground and
platform for such transactions.

Types of E-commerce
 C2C (Consumer-to-Consumer)
There are many sites offering free classifieds, auctions, and forums
where individuals can buy and sell thanks to online payment
systems like PayPal where people can send and receive money
online with ease. eBay's auction service is a great example of where
person-to-person transactions take place everyday since 1995.
 Companies using internal networks to offer their employees
products and services online--not necessarily online on the Web--
are engaging in B2E (Business-to-Employee) ecommerce.
G2G (Government-to-Government), G2E (Government-to-
Employee), G2B (Government-to-Business), B2G (Business-to-
Government), G2C (Government-to-Citizen), C2G (Citizen-to-
Government) are other forms of ecommerce that involve
transactions with the government--from procurement to filing taxes
to business registrations to renewing licenses. There are other
categories of ecommerce out there, but they tend to be superfluous.

Seven Basic Differences Between CRM In the B2C
World and CRM In the B2B
World
1) In the B2B world, you have relationships within relationships, and
that is what you are alluding to, when the contact is the actual
person. Keep in mind that corporations have no brains and make
no decision by themselves. They are only legal fictions.
2) In B2B you have just a few large customers, big organizations.
And that means the statistical tools that are useful in B2C CRM
are largely not relevant in B2B CRM.
3) The third difference is account development selling.Meaning by
that is, organizations are complex, and it's much more beneficial
for you to think of a B2B company becoming a customer
gradually.

Seven Basic Differences Between CRM In the B2C
World and CRM In the B2B
World
4) The fourth difference is channel complexity. In the B2B world, the
channel distribution process can be extremely complex.
5) Another difference is what we call knowledge-based selling.
Because the products and services sold in a B2B context are
often highly complex, it's advantageous to base the sales process
on educating and training the customers, much more so in B2B
than in B2C CRM

Seven Basic Differences Between CRM In the B2C
World and CRM In the B2B
World
6) In the B2B CRM world, purchases are likely to be more infrequent
and farther between. This characterizes a lot of business to
business operations, and in many B2B companies, a large
amount of effort is allocated in the CRM space to create a
continuous service stream that surrounds the occasional sale of
products, so that you have opportunities with customers to
maintain your relationships with them.
7) In the B2B space, it makes a great deal of sense to help clients
manage themselves If you're selling to a business, one of the
principal issues that any business is always wrestling with is,
\"How do I better manage my business?\" And to the extent you
can fashion your customer relationship initiatives in such a way
that will help a business manage itself, that's a very high-value
offering.

Case:Migros(B2B CRM in Migros)

General Idea
Share of Informations Better Service
&Ideas +
+
Decrease in costs
Communication
environment +
+ Increase in Sales
The integration of  +
applications
between buyers Efficiency
and sellers
+ +
MarketPlace Effective strategies

Mission:Migros has a mission to create a e-platform
for Migros and its suppliers to decrease costs and
to integrate operations of supply chain.
Vision:Migros has a vision of making B2B an
indispensable platform for organizations.
B2B:What do they get?
*Suppliers provide flow of orders and transfer of
invoices to Migros
*Migros provide Sales and Store Informations,
Market informations to suppliers.

Results of B2B
• Integration of B2B and CRM will continue
• Offers organizations many benefits
• Feasibility is important
• Organizations can not be confined to internal processes
Results of B2B in Migros
*Easy access to informations
*Valid data
*Valid supply planning
*Decrease in costs of distrubition
*Planning of logistics
*Effective management of stocks
*Increase in Sales
*Development of work durations

We foresee;
 An environment in which buyers and
sellers are interconnected by
exchanges that provide instantaneous
information to decision-makers in
enterprises as well as consumers.
 The emergence of the real-time
organization in which every bit of
information, from time cards to financial
statements, is updated in real time.