Case Study: Creating a single view of the customer for CRM strategy

Autor: Reid, Andrea, O'Brien, Daragh
Zdroj: Journal of Direct, Data and Digital Marketing Practice; April 2005, Vol. 6 Issue: 4 p357-365, 9p
Abstrakt: This paper discusses the importance of data integration within a single view of the customer (SVC) database for CRM strategy and implementation. It uses one case study from a European telecommunications company to highlight the problems and issues that can arise when implementing such a system. Emphasis is placed on the need for the project to have a clear strategic focus as an imperative for successful implementation. The case illustrates that an SVC database also relies on high-quality data and an acceptance throughout the organisation that data stored within the company are enterprise-wide data and not the sole preserve of departments that generate the data. Finally, the ways that SVC projects are organised and managed can impact on their success.
Databáze: Supplemental Index
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