Building the Customer-Centric Enterprise
Data Warehousing Techniques for Supporting Customer Relationship Management
1st Edition
Published on 19. February 2001
Book
Paperback/Softback
XXIV, 488 pages
978-0-471-31981-8 (ISBN)
Description
The real promise of data warehousing is in providing data to support one-to-one customer marketing. If a data warehouse is properly designed and set up, it can be the perfect tool for collecting information about individual consumer behavior in order to identify trends and target individuals for specific product offerings. The authors show readers how to do it right.
More details
Edition
1., Aufl.
Language
English
Place of publication
New York
United States
Publishing group
John Wiley and Sons Ltd
Target group
Professional and scholarly
Illustrations
Ill.
Dimensions
Height: 23.4 cm
Width: 19.1 cm
Weight
822 gr
ISBN-13
978-0-471-31981-8 (9780471319818)
Schweitzer Classification
Persons
CLAUDIA IMHOFF is a popular speaker and recognized expert on customer relationship management and the Corporate Information Factory, which she helped pioneer with Bill Inmon. She has coauthored Corporate Information Factory, Building the Operational Data Store, and Exploration Warehousing (all from Wiley) and is a regular columnist for business and technology magazines. Dr. Imhoff is also an advisor for several corporations and for The Data Warehousing Institute.
LISA LOFTIS is a Senior Manager at Braun Consulting and has over fourteen years' experience working in customer relationship management in numerous industries. She has also presented extensively at national and international conferences on CRM.
JONATHAN G. GEIGER is Vice President at Braun Consulting, where he specializes in helping companies plan, develop, and apply business intelligence and customer relationship management capabilities. He has presented extensively at national and international conferences, has published more than twenty articles, and coauthored Data Stores,Data Warehousing, and The Zachman Framework: Managing Enterprise Knowledge.
LISA LOFTIS is a Senior Manager at Braun Consulting and has over fourteen years' experience working in customer relationship management in numerous industries. She has also presented extensively at national and international conferences on CRM.
JONATHAN G. GEIGER is Vice President at Braun Consulting, where he specializes in helping companies plan, develop, and apply business intelligence and customer relationship management capabilities. He has presented extensively at national and international conferences, has published more than twenty articles, and coauthored Data Stores,Data Warehousing, and The Zachman Framework: Managing Enterprise Knowledge.
Content
Acknowledgments. Foreword. Introduction. INTRODUCING CRM. The Customer Becomes the Center of the Business Universe. The Customer and the Corporate Information Factory (CIF). Understanding the Customer Life Cycle. PLANNING FOR CRM. Are You Ready? Tuning the Organization for CRM. Getting Underway. Developing an Integrated CRM Technology Environment. Capturing Customer Information. Quality Relationships Start with Quality Customer Data. IMPLEMENTING CRM. Business Intelligence: Technologies for Understanding Your Customers. Facilitating Customer Touches with the Customer ODS. Automating the Sales and Service Process. Interacting with Customers Online. Putting It All Together with Enterprise Portals. Preserving Customer Trust -- The Role of Privacy. The Future of CRM. Glossary. Recommended Reading. Index.