Building the Customer-Centric Enterprise - Data Warehousing Techniques for Supporting Customer Relationship Management

With E-business comes the opportunity for companies to really get to know their customers--who they are and their buying patterns. Business managers need an integrated strategy that supports customers from the moment they enter the front door--or Web site--right through to fulfillment, support, and promotion of new products and services. Along the way, IT managers need an integrated set of technologies--from Web sites to databases and data mining tools--to make all of this work. This book shows both IT and business managers how to match business strategies to the technologies needed to make them work. Claudia Imhoff helped pioneer this set of technologies, called the Corporate Information Factory (CIF). She and her coauthors take readers step-by-step through the process of using the CIF for creating a customer-focused enterprise in which the end results are increased market share and improved customer satisfaction and retention. They show how the CIF can be used to ensure accuracy, identify customer needs, tailor promotions, and more.

Contents

Part One: Introducing CRM
Chapter 1: The Customer Becomes the Center of the Business Universe
Chapter 2: The Customer and the Corporate Information Factory (CIF)
Chapter 3: Understanding the Customer Life Cycle

Part Two: Planning for CRM
Chapter 4: Are You Ready? Tuning the Organization for CRM
Chapter 5: Getting Underway
Chapter 6: Developing an Integrated CRM Technology Environment
Chapter 7: Capturing Customer Information
Chapter 8: Quality Relationships Start with Quality Customer Data

Part Three: Implementing CRM
Chapter 9: Business Intelligence: Technologies for Understanding Your Customers
Chapter 10: Facilitating Customer Touches with the Customer ODS
Chapter 11: Automating the Sales and Service Process
Chapter 12: Interacting with Customers Online
Chapter 13: Putting It All Together with Enterprise Portals
Chapter 14: Preserving Customer Trust - The Role of Privacy
Chapter 15: The Future of CRM
Index