By Federico Rajola

ISBN-10: 3540247181

ISBN-13: 9783540247180

ISBN-10: 3642078850

ISBN-13: 9783642078859

Companies and fiscal associations are utilizing operational info structures in a good manner. whereas they've got consolidated a robust point of data in administration info structures, there's nonetheless an absence of data at the correct option to practice shopper courting administration (CRM) structures lower than a company standpoint. many of the businesses are nonetheless having difficulties in comparing how CRM can meet with the anticipated effects. the extent of complexity is perceived either lower than a technological and organizational viewpoint. a whole innovation procedure and heavy switch administration tasks may be ensured in an effort to have potent and profitable structures. This publication deals a pretty good theoretical and sensible point of view on how you can face CRM initiatives, describing the main acceptable applied sciences and organizational concerns that experience to be thought of. a few explaining circumstances were integrated as well.

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16 The data contained in the DWH can be aggregated and summarized to respond to specific information needs. The metadata The metadata are the additional information bases that enrich the data contained in the DWH. They are often called, in jargon, "data about data", with the origin, use, value, or function indicated (Kimball, 1996). For this purpose, actual information catalogues are created. These are the files containing metadata. The catalogue gives the user indications about the nature of the data contained in the DWH, their semantic meaning, which archive they come from, and their historicity.

Push technology-based systems. In the banking industry the most popular ones are: notification of daily variation of portfolio value; alerts for particular events, such as variation in discount rate or stock value rise beyond a particular range set by the customer; and notification to the customer that his bank account has gone into the red or has exceeded a given value. For instance, such surplus liquidity may be invested in financial tools provided by the bank, in order to enhance both the bank's and the customer's profitability (Puccinelli, 1999; Kiesnoski, 1999).

And integrate them into operational systems and to feed information to the data warehouse and data marts; finally, it allows reuse of information for data analysis activities that can be exploited by marketing automation and marketing campaign systems. 6 The CRM Ecosystem The CRM ecosystem is made up of three fundamental components: • Analytical CRM, • Operational CRM, • Collaborative CRM. The three components singled out in the previous figure are the "fields of action" of CRM; they are closely linked to one another, because the lack or inadequacy of anyone dimension jeopardizes the functioning of the entire system (Ptacek, 2000).

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Customer Relationship Management: Organizational and Technological Perspectives by Federico Rajola


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