Creating a single view of the customer for CRM strategy - A case example

A Reid, D O’Brien

Research output: Contribution to journalArticle

Abstract

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.
LanguageEnglish
Pages357-365
JournalJournal of Interactive Marketing
Volume6
Issue number4
Publication statusPublished - 3 Apr 2005

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Data base
Data quality
Data integration
Telecommunications
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Keywords

  • customer relationship management
  • data quality
  • relationship marketing
  • single view of the customer

Cite this

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Creating a single view of the customer for CRM strategy - A case example. / Reid, A; O’Brien, D.

In: Journal of Interactive Marketing, Vol. 6, No. 4, 03.04.2005, p. 357-365.

Research output: Contribution to journalArticle

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