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.
|Journal||Journal of Interactive Marketing|
|Publication status||Published - 3 Apr 2005|
- customer relationship management
- data quality
- relationship marketing
- single view of the customer