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

by Claudia Imhoff; Lisa Loftis; Jonathan G. Geiger

ISBN13: 9780471319818

ISBN10: 0471319813

Format: Paperback

Pub. Date: 2001-02-01

Publisher(s): Wiley

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Summary

With E-business comes the opportunity for companies to really get to know their customers--who they are and their buying patterns. Business managers need an integrated strategy that supports customers from the moment they enter the front door--or Web site--right through to fulfillment, support, and promotion of new products and services. Along the way, IT managers need an integrated set of technologies--from Web sites to databases and data mining tools--to make all of this work. This book shows both IT and business managers how to match business strategies to the technologies needed to make them work. Claudia Imhoff helped pioneer this set of technologies, called the Corporate Information Factory (CIF). She and her coauthors take readers step-by-step through the process of using the CIF for creating a customer-focused enterprise in which the end results are increased market share and improved customer satisfaction and retention. They show how the CIF can be used to ensure accuracy, identify customer needs, tailor promotions, and more.

Author Biography

CLAUDIA IMHOFF is a popular speaker and recognized expert on customer relationship management and the Corporate Information Factory, which she helped pioneer with Bill Inmon. She has coauthored Corporate Information Factory, Building the Operational Data Store, and Exploration Warehousing (all from Wiley) and is a regular columnist for business and technology magazines. Dr. Imhoff is also an advisor for several corporations and for The Data Warehousing Institute. <BR>

Acknowledgments

Foreword

xiii

Introduction

Part One Introducing CRM

(90)

The Customer Becomes the Center of the Business Universe

(28)

What Is True Customer Relationship Management?

(1)

Do We Have True CRM?

(2)

How Many Customers?

(1)

How Many Products?

(1)

How Many Contacts?

(1)

The Customer in CRM

(7)

The Relationship in CRM

(7)

Influence Value in the Contemporary Household

(2)

Influence Value in the Extended Household

(2)

The Management in CRM

(5)

Summary: CRM Defined

(3)

The Customer and the Corporate Information Factory (CIF)

(30)

The Need for a Corporate Information Factory Architecture

(5)

Business Operations

(1)

Business Intelligence

(2)

Business Management

(2)

Why the Corporate Information Factory?

(3)

What a CRM Organization Wants

(2)

``Give Me All The Data That I Need When I Need It!''

(1)

``I'll Figure Out What I Want To Do With It.''

(1)

Data Must Be Specific to My Functional Requirements

(4)

Data Must Be Reliable and Consistent

(4)

Data Must Be Delivered in a Timely Manner

(2)

Data Must Be Easily Accessible

(1)

It Must Be Flexible Enough to Support Multiple Functions

(1)

It Must Be Detailed Enough to Support All Queries

(2)

An Example of the Corporate Information Factory at Work

(3)

Execute

(1)

Monitor

(1)

Optimize

(1)

Summary: The Need for Architecture

(2)

Understanding the Customer Life Cycle

(30)

An Overview of the Customer Life Cycle

(17)

The Enterprise, Products, and the Competition

(6)

Consumers, Prospects, Customers, and You

(4)

Trust and the Customer Touch Zone

(4)

Mapping Enterprise Processes to Customer Life Cycle Stages

(9)

Intrude and Engage

(2)

Acquire

(4)

Retain and Expand

(3)

Summary

(2)

Part Two Planning for CRM

(182)

Are You Ready? Tuning the Organization for CRM

(34)

Critical Success Factors for CRM

(19)

Implementing a Coordinated, Customer-Focused Business Strategy

(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)

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)

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

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