Focusing the customer: a critical approach towards design and use of data warehousing in corporate CRM
نویسندگان
چکیده
For many large scale companies, especially those operating in future deregulation markets, Customer Relationship Management (CRM) is becoming an increasingly important business success factor. After a short introduction to issues in Customer Relationship Management, this paper highlights facets and experiences from a CRM project, describes our view of the role of Data Warehousing for CRM purposes and takes a critical position concerning the roles which technology vs. design, implementation and use play in applying a CRM philosophy in corporate business. We will thereby focus on the Data Warehousingrelated analytical part of CRM, although the experiences we are going to present are not limited to this field.
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