This presentation provides an overview of the system of e-commerce based on a customer centric approach. The test case of this model was a newly established e-commerce shop for DIY home automation devices in Germany.

1. Consumer Centric Enriched E-commerce Process: Consumer Electronics Marketing Management 3/19/2011 TN-Management 2007 Offer & Content Management Customer Services Management Encompass CRM Campaign Management Logistics Management Administration Management 1

2. Value Chain: Consumer Buying Process INSTALLATION & USAGE EVALUATION & DECISION PROBLEM DEFINITION PURCHASE ORIENTATION Human Resources (back office planning, etc) Technology development (CMS; CRM; CMT, CDB, PDB, etc) Margin Finance (budget; payment; stock, etc) Infrastructure PURCHASE & PAYMENT SERVICES DELIVERY SERVICES INSTALLATION SERVICES USAGE SERVICES INFORMATION PROVISION SERVICES 3/19/2011 TN-Management 2007 2

3. Suppliers Enriched e-commerce management: a coherent system of processes Service providers Marketing Management Customer Services Management Call Center Back office Offer & Content Management Off-line Marketing Encompass CRM Shipment companies Logistics Management Campaign Management On-line Marketing Finance Management Administration Management Logistics & Warehouse Company 3/19/2011 TN-Management 2007 3

4. Marketing Management Marketing Management Satisfied customers Turnover & Margin Satisfied stakeholders Customer Data base Customer insight Cross selling opportunities Offer & content Campaigns Customer services Customer data Service Provider data Campaign Management Customer Log-file Creation Delivery Service Installation Service User Service Information provision Order & Payment Customer Services Customer Satisfaction Measurement 3/19/2011 TN-Management 2007 4

5. Encompass CRM Encompass CRM Enriched customer database Customer behavior data Customer purchase data Customer satisfaction data Evaluated campaigns Customer contact files Data output queries Campaign results Customer services Customer leads Customer behavior data Sales log files Behavior Logging Data analysis & Research Campaign Management Evaluation & Adjustment Customer Log file Purchase logging 3/19/2011 TN-Management 2007 5

6. Offer & Content Management Offer & Content Published content Product and service offer Web-statistics Customer leads Customer feedback Marketing strategy Purchase strategy Content information Product information Customer satisfaction data Web design Systems Offer (re) design Data consumption logging Campaign Evaluation Marketing Strategy Data analysis & Research Content (re) design 3/19/2011 TN-Management 2007 6

7. Customer Services Management Customer Services Management Value added Satisfied customer Activity registration Customer log file Sales log file Follow up action registration Installation service booked Consumer info. request Product offer data Content data System request Customer log file Sales log file Inbound Telephone Call Customer Log file Creation / Mutation Log file Creation / Mutation Follow-up & Implementation Consumer Feedback Trigger Inbound E-mail System 3/19/2011 TN-Management 2007 7

8. Campaign Management Campaign Management Potential customer leads Additional up and cross sales Customer questionnaires Satisfied customers Marketing strategy Market analysis Customer & sales log files Google analytics data Content consumption data Product sales data Execution Data logging Evaluation Data Analysis Campaign Development 3/19/2011 TN-Management 2007 8

9. Logistics Management Logistics Management Delivered Goods Acknowledgement of receipt Basic Stock Active Inventory Satisfied customers Bills of shipment (Returned) goods Arrival Notice Consignment Stock Bills of shipment Purchase orders Back Order Stock parameters Shipment orders Order Management Outbound Management Inbound Management Storage Management Returned Goods 3/19/2011 TN-Management 2007 9

10. Administration Management Administration Management Registered goods in flow Registered good out flow Registered sales flow Registered service sales flow Bank transfers done Tax declarations done 100% data and process accuracy Logistics in / out data Sales files data Product data Supplier data Customer files data Tax Declarations Book keeping Bank transfers Controlling 3/19/2011 TN-Management 2007 10