(IJACSA) International Journal of Advanced Computer Science and Applications, Vol. 6, No. 7, 2015 1 | Page www.ijacsa.thesai.org Enhancing CRM Business Intelligence Applications by Web User Experience Model Natheer K. Gharaibeh College Computer Science and Engineering at Yanbu, Taibah University Yanbu, KSA Abstract—several trends are emerging in the field of CRM technology which promises a brighter future of more profitable customers and decreasing costs. One of the most critical trends is enhancing Business Intelligence applications using Web Technologies, Web technologies can improve the CRM BI implementation, but it still need evaluation, The Web has focused the attention of organizations towards the User Experience and the need to learn about their customer, The UX paradigm calls for enhancing CRMBI by Web technologies. This paper deals with this issue and provide a framework for building Web based CRMBI depending on the Process mapping between CRMBI and UX. It provides a conceptual overview of CRM and its relationship to the main disciplines BI, UX and Web. Keywords—CRM; Data warehouse; User Experience; Business intelligence; Web I. INTRODUCTION Business Intelligence and Web Technologies [1] [10] has gained greater attention since the last two decades. for both practitioners and researchers BI includes business-centric practices and methodologies that can be applied to various high-impact applications such as e-commerce , market intelligence , customer intelligence and specifically customer relationship management (CRM). The high failure rates reported [2] in CRM Applications raised questions about how CRM applications are developed and especially what Design preconditions are required for implementing and building CRM successfully. Analysts such as Gartner, AMR and Forrester Research studied the problem seriously From 2001 till 2009, a variety of analyst firms reported failure rates ranging up to 70 percent, with over 50 percent of organizations in 2009 indicating that CRM projects did not fully meet expectations, and it was noted 1 that the percentage of firms implementing CRM has increased, from 53 percent in 2003 to 75 percent in 2010. As with the problem of CRM, it is founded that 50% to 66% of all initial Business Intelligence and DW efforts fail [3]. Gartner [4] estimates that more than 50% of DW projects have limited acceptance or fail. Therefore, it is crucial to have a thorough understanding of the critical success factors and variables that determine the efficient implementation of a DW solution. What is interesting to note that two of the top three CSFs were focused on understanding the business context and process in which the data warehouse would operate. From this 1 http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/CRM- Then-and-Now-68083.aspx perspective we want take CRM as the business context and the process that need to be improved. To illustrate a good starting point between CRM and BI, on the one hand, there is a general acceptance among researchers [5] of the categorization of CRM components into Technology, people, and Process. On the other hand, Gartner [4] provides these three pillars as working framework for the success of BI , the intermediate pillar is process which represents the connection between people and technology [6] , therefore ,There is essential shift toward process orientation of BI [7] , By applying Process oriented BI We Replace function-oriented separation of work by processes that span both functional and organizational boundaries, Therefore CRM as a process has been added to BI To coin the concept of CRMBI applications. Thus, we define CRMBI as all BI capabilities that are dedicated to the analysis as well as to the systematic purposeful transformation of CRM relevant data from communication , transactional level into relational level, this implies the transformation from reach to richness [1], Reach means make communication with large numbers of customers, while Richness means more meaningful communication with those customers through real transactions, and then establish useful relations with those loyal customers. This relational model must be done through Web based applications in order to access larger number of people. This is what we mean by Web Based CRMBI Application. CRMBI can be exist in many forms and examples, in this study the problem at hand is Frequent Flyer Program (FFP) from the Airline application domain, which will be explained in section 5. There are a lot of research about how to combine between CRM and BI, but there is a little research about extending the capabilities of CRM Business Intelligence applications by web , the importance of web come from meeting the requirements of large numbers of connected customers and the huge amount of available c lick stream data available through the web. Furthermore, the processes of connecting with customers through the Web are a key resource that will enable the organization strengthen its relationships with their customers and gain a sustainable competitive advantage. , The Web has focused the attention of organizations towards the User Experience [8] and the need to learn about their customer, The UX paradigm calls for enhancing CRMBI by web technologies. In this paper the Process mapping between CRMBI and UX will be discussed. In order to get insight into the development process of CRMBI, a design science approach was applied in this paper,