Business modelling with UML: the implementation of CRM systems for online retailing

摘要

In the highly competitive digital market, the implementation of a Customer Relationship Management (CRM) strategy may represent the difference between success and failure for online retailing firms. The restructuring of the business system is extremely complex in the digital environment, requiring careful planning, modelling and implementation of a customer-oriented approach. The paper identifies and analyses the main advantages of the Unified Modelling Language for Business Modelling, presenting a general example of Business Modelling for CRM implementation in online retailing companies.