Implementing a B2C strategy within CRS-CRM
Posted in Just Implementation

With the world going social, many organizations are faced with the possibility that a B2C strategy is required to navigate the social waters.  CRS-CRM  natively supports a B2B model out of the box – meaning that it manages organizations that interact with one another by utilizing an account record with contact records underneath.  In many cases, organizations have the need to manage individuals (persons), that is, customers that are not directly affiliated to an organization or account. This requirement eliminates the need for an account record and instead asks for a dedicated record devoted to that individual – unaffiliated with a particular organization or account.

It is very common for a client to need a way to recognize an individual within CRS-CRM  – as a consulting firm we make it a goal to strive for long term viability when introducing solutions to clients. With this in mind we recommend that as a best practice, an organization should refrain from turning on the CRS-CRM  Person Account functionality. As an alternative, we assert that it is best to recreate the same functionality without making permanent changes to an organizations database in the name of long term viability. When it comes to integrating 3rd party applications, it may be found that some applications are incompatible with the Person Account functionality and/or changes that occurred by enabling Person Accounts. CRS-CRM  can also be slow in releasing new core functionality that will not be available to a Person Account org until a later release.  It should also be taken into consideration the implications of non-federated and mobile applications and how they will further leverage into CRS-CRM  in the future. It is to the organizations advantage to remain as compatible and as flexible as possible.

Furthermore, an organization will need to consider if they have processes for both B2B and B2C how to effectively separate the two when dealing with list views and reporting.  CRS-CRM Person Account functionality essentially places a window over the account and contact tables as a way for the end user to see data – the ability to directly access the tables for purposes of list views and reporting is compromised because the user must access it through this added layer. B2B process individuals will inevitably be forced to see fields associated with the B2C process and vice versa.

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