Academic journal article Informatica Economica

A Collaborative Platform to Support the Enterprise 2.0 in Active Interactions with Customers

Academic journal article Informatica Economica

A Collaborative Platform to Support the Enterprise 2.0 in Active Interactions with Customers

Article excerpt

In recent years a new model of Enterprise 2.0, which interacts actively with customers using web 2.0 tools (chat, forum, blog, wiki), is developing. The enterprises, listening opinions and suggestions of customers, can improve the product/service. For a company, customer's opinions are very important both for the improvement of products and also for the reinforcement of the customer loyalty. The customer will be motivated to be loyal if the enterprise shows a strong attention to his/her needs. This paper presents a model of a collaborative and interactive platform that supports the Enterprise 2.0 in the management of communications and relationships with all stakeholder of the supply chain and in particular with customers. A good e-reputation of the company improves business performances.

Keywords: Web 2.0, Enterprise 2.0, Collaborative Tools, Opinion Mining, SOA, Legacy Systems

Introduction

Recently, in the business sector, a new and advanced Enterprise 2.0 model is affirming. This model represents an open enterprise that exchanges information with all stakeholders and in particular with customers by web 2.0 tools (chat, forum, blog, wiki, and social media) to improve the product/service. Web 2.0 tools, before, were used only in a private sphere and not for business goals. Nowadays many websites of companies present their pages on Facebook, videos on YouTube and use virtual communities to exchange and share information with customers.

This paper presents a platform that supports an Enterprise 2.0 model where it is possible to distinguish two main sections: collaborative and opinion mining and analysis.

The collaborative section is used to exchange information with the external environment and in particular with customers and to transform in cooperative services legacy software applications like Enterprise Resource Planning (ERP), Supply Chain Management (SCM), Customer Relationship Management (CRM), Product Lifecycle Management (PLM).

The module of the opinion mining and analysis processes the customer opinions. At the corporate level it is important to elaborate these opinions and extract the polarity: positive, negative or neutral [1] [2]. Entrepreneurs/managers must mainly analyze negative opinions to correct defects and improve the customer satisfaction. It is also important to process opinions to find existing correlations and discover useful knowledge for business goals (Business Intelligence).

In Internet there are a lot of websites that collect and make available customer reviews: epinions.com, ciao.it, complaints.com, planetfeedback.com, ecomplaints.com, dooyoo.it, cnet.com [3].

Customer opinions are expressed in a textual and unstructured format. At the moment, Information Systems process only structured information of legacy applications. In future, it is important that they can also elaborate unstructured information coming from social networks, virtual channels or blogs.

The paper presents the following structure: the next sections focuses on the Enterprise 2.0 model. In the third section we describe, in detail, the collaborative platform 2.0 to support the new model of business. The fourth section analyses the technical features of the platform. Finally some conclusions are drawn.

2 Enterprise 2.0 model

The new model of Enterprise 2.0 (Figure 1) is an open enterprise that, for business goals, exchanges and shares information with all stakeholders (customers, suppliers, sponsors, partners).

Enterprise 2.0 is the use of emergent social software platforms within companies, or between companies and their partners or customers [4].

This enterprise uses intensely web 2.0 tools [5] that before were generally used only in a private manner and not for business goals.

In the web 2.0 we can take in consideration two aspects: technological and social. The social aspect is relative to people that interact and exchange information and the technological aspect is relative to digital tools. …

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