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

A Reid, D O’Brien

Research output: Contribution to journalArticlepeer-review


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.
Original languageEnglish
Pages (from-to)357-365
JournalJournal of Interactive Marketing
Issue number4
Publication statusPublished (in print/issue) - 3 Apr 2005


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


Dive into the research topics of 'Creating a single view of the customer for CRM strategy - A case example'. Together they form a unique fingerprint.

Cite this