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

by Tom Austin

• ISBN13: 9780471437635
• ISBN10: 0471437638
• Format: eBook
• Copyright: 2001-06-01
• Publisher: Wiley

Table of Contents

Acknowledgments	xi
Foreword	xiii
Introduction	xv
Part One Introducing CRM	1	(90)
The Customer Becomes the Center of the Business Universe	3	(28)
What Is True Customer Relationship Management?	6	(1)
Do We Have True CRM?	7	(2)
How Many Customers?	8	(1)
How Many Products?	8	(1)
How Many Contacts?	9	(1)
The Customer in CRM	9	(7)
The Relationship in CRM	16	(7)
Influence Value in the Contemporary Household	19	(2)
Influence Value in the Extended Household	21	(2)
The Management in CRM	23	(5)
Summary: CRM Defined	28	(3)
The Customer and the Corporate Information Factory (CIF)	31	(30)
The Need for a Corporate Information Factory Architecture	32	(5)
Business Operations	32	(1)
Business Intelligence	33	(2)
Business Management	35	(2)
Why the Corporate Information Factory?	37	(3)
What a CRM Organization Wants	40	(2)
``Give Me All The Data That I Need When I Need It!''	40	(1)
``I'll Figure Out What I Want To Do With It.''	41	(1)
Data Must Be Specific to My Functional Requirements	42	(4)
Data Must Be Reliable and Consistent	46	(4)
Data Must Be Delivered in a Timely Manner	50	(2)
Data Must Be Easily Accessible	52	(1)
It Must Be Flexible Enough to Support Multiple Functions	53	(1)
It Must Be Detailed Enough to Support All Queries	54	(2)
An Example of the Corporate Information Factory at Work	56	(3)
Execute	57	(1)
Monitor	58	(1)
Optimize	58	(1)
Summary: The Need for Architecture	59	(2)
Understanding the Customer Life Cycle	61	(30)
An Overview of the Customer Life Cycle	63	(17)
The Enterprise, Products, and the Competition	66	(6)
Consumers, Prospects, Customers, and You	72	(4)
Trust and the Customer Touch Zone	76	(4)
Mapping Enterprise Processes to Customer Life Cycle Stages	80	(9)
Intrude and Engage	80	(2)
Acquire	82	(4)
Retain and Expand	86	(3)
Summary	89	(2)
Part Two Planning for CRM	91	(182)
Are You Ready? Tuning the Organization for CRM	93	(34)
Critical Success Factors for CRM	95	(19)
Implementing a Coordinated, Customer-Focused Business Strategy	96	(5)
Creating a CRM-Friendly Organization Structure	101	(5)
Establishing a CRM-Savvy Organization Culture	106	(2)
Implementing an Integrated Customer Information Environment	108	(4)
Ensuring Executive Commitment and Support	112	(2)
The Marketing, Service, and Sales CRM Roadmap	114	(11)
Roadmap for Marketing	115	(4)
Roadmap for Customer Service	119	(6)
Summary	125	(2)
Getting Underway	127	(30)
Program Management	129	(2)
``Getting Data In'' versus ``Getting Information Out''	131	(7)
Goals of the ``Getting Data In'' Team	132	(3)
Goals of the ``Getting Information Out'' Team	135	(3)
Roles and Responsibilities of the Teams	138	(17)
Program Management Team	138	(8)
``Getting Data In'' Team	146	(5)
``Getting Information Out'' Team	151	(4)
Summary	155	(2)
Developing an Integrated CRM Technology Environment	157	(44)
Overview of the Zachman Framework	158	(13)
Zachman Framework Rules	161	(10)
Business Model Development Rules	171	(11)
Only One Business Model Exists	172	(3)
All Business Model Components Must Be Defined	175	(5)
An Item May Appear Only Once within the Business Model	180	(2)
Models	182	(17)
Function Model	182	(2)
Subject Area Model	184	(3)
Business Data Model	187	(6)
System and Technology Data Model	193	(6)
Summary	199	(2)
Capturing Customer Information	201	(38)
What Is Data Acquisition?	204	(3)
Mapping the Sources to the Targets	207	(5)
Creating Sustainable Identifiers	207	(2)
Choosing Appropriate Sources	209	(2)
Determining Refreshment Frequency	211	(1)
Determining Summarized, Derived, and Aggregated Fields	211	(1)
Creating the Extraction, Integration, Cleansing, and Transformation Processes	212	(11)
Capturing Data	213	(7)
Data Cleansing	220	(1)
Integrating Data	221	(1)
Transforming the Integrated Data	222	(1)
Loading the Data Warehouse or Operational Data Store	223	(5)
Loading the Data Warehouse	223	(3)
Loading the ODS	226	(2)
Creating the Audit and Control Processes	228	(8)
Audit and Control Methodology	229	(2)
Define Processes and Data Attributes	231	(1)
Assess Process and Data Quality	232	(1)
Measure Process and Data Quality	232	(1)
Correct Errors	233	(1)
The Role of Audit and Control Meta Data	234	(2)
Meta Data Capture and Maintenance	236	(1)
Summary	236	(3)
Quality Relationships Start with Quality Customer Data	239	(34)
Quality Defined	240	(5)
Quality Means Perfection	240	(3)
Quality Means Luxury	243	(1)
Quality Is Expensive	243	(1)
Quality Cannot Be Measured	244	(1)
Reality Check	245	(1)
The Foundations of a Quality Program: Deming's 14 Points	245	(17)
Create Constancy of Purpose for the Improvement of Products and Services	247	(1)
Adopt the New Philosophy	248	(1)
Cease Dependence on Mass Inspection	249	(2)
End the Practice of Awarding Business on Price Tag Alone	251	(1)
Improve Constantly and Forever the System of Production and Service	252	(3)
Institute Training	255	(1)
Institute Leadership	256	(1)
Drive Out Fear	257	(1)
Break Down Barriers between Staff Areas	258	(1)
Eliminate Slogans, Exhortations, and Targets for the Workforce	259	(1)
Eliminate Numerical Quotas	259	(1)
Remove Barriers to Pride of Workmanship	260	(1)
Institute a Vigorous Program of Education and Retraining	261	(1)
Take Action to Accomplish the Transformation	262	(1)
Establishing Quality Customer Data	262	(8)
Capturing Data	263	(3)
Data Cleansing	266	(2)
Integrating Data	268	(1)
Transforming Data	269	(1)
Loading Data	270	(1)
Tools	270	(1)
Summary	271	(2)
Part Three Implementing CRM	273	(184)
Business Intelligence: Technologies for Understanding Your Customers	275	(28)
Defining the Strategic CRM Components	276	(3)
The Data Warehouse	279	(2)
Data Marts	281	(6)
Departmental versus Application-Specific Data Marts	283	(4)
Choosing the Best Data Mart Design	287	(8)
Determining Alternative Database Designs	290	(5)
Data Delivery	295	(2)
Decision Support Interface (DSI)	297	(1)
Summary	298	(5)
Facilitating Customer Touches with the Customer ODS	303	(26)
What Is an ODS?	306	(3)
What Is a Customer ODS...and Why Do I Need One?	309	(4)
Overview of an Ideal Customer ODS	313	(2)
A Detailed Look at the Ideal Customer ODS	315	(12)
Comprehensive Customer Definition	316	(1)
Customer Relationships	316	(4)
Extensive and Extensible Customer Models	320	(2)
Data Quality Tools	322	(1)
The Transaction Interface	323	(4)
Summary	327	(2)
Automating the Sales and Service Process	329	(32)
Why Automate?	331	(2)
Automating Customer Service and Sales	333	(25)
Automating Service	334	(12)
Automating Sales	346	(7)
Integrating Sales and Service Applications	353	(5)
Summary	358	(3)
Interacting with Customers Online	361	(28)
The Impact of E-Commerce on CRM	363	(13)
E-Commerce Models	365	(2)
E-Commerce Opportunities and Challenges	367	(4)
Permission Marketing and Personalization	371	(5)
Enabling E-Commerce	376	(10)
Customer Information for Click Stream Analysis	376	(5)
Technology Architecture for E-Commerce	381	(5)
Summary	386	(3)
Putting It All Together with Enterprise Portals	389	(16)
Enterprise Portals Defined	391	(7)
Why Enterprise Portals Are Needed	392	(3)
Toolbox	395	(1)
Library	396	(2)
Workbench	398	(1)
Developing Enterprise Portals	398	(4)
First Generation of Enterprise Portals	399	(1)
Second Generation of Enterprise Portals	400	(2)
Summary	402	(3)
Preserving Customer Trust - The Role of Privacy	405	(26)
The Importance of Protecting Privacy	406	(8)
Privacy before E-Commerce	409	(2)
Privacy with E-Commerce - Engendering Trust	411	(1)
Enforcement	412	(2)
Privacy Policy Components	414	(7)
Information Collected	415	(2)
Information Collectors and Users	417	(1)
Information Use	418	(1)
Customer Choice	419	(1)
Ownership	420	(1)
Access and Quality Control	420	(1)
Security	421	(1)
Privacy and the Customer Life Cycle	421	(5)
Building Trust during Intrude and Engage	422	(2)
Building Trust during Acquire	424	(1)
Building Trust during Retain and Expand	425	(1)
Privacy and the Corporate Information Factory	426	(3)
Summary	429	(2)
The Future of CRM	431	(26)
The Evolving CRM Definition	433	(2)
Successful CRM Organizations of the Future	435	(1)
Challenges to CRM Implementation	436	(16)
Business Strategy Alignment	436	(1)
Loyalty	437	(3)
View of the Customer	440	(1)
Customer Selection	441	(1)
Acquisition Channel	442	(1)
Extended Enterprise	443	(1)
Commodity Business Environment	444	(1)
Organization Structure and Culture	445	(2)
Customer Information and Technology	447	(3)
Silver Bullet Syndrome	450	(1)
Closed Loop Approach	451	(1)
Weighing the Costs and Benefits	452	(1)
Summary	453	(4)
Glossary	457	(14)
Recommended Reading	471	(2)
Index	473