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Chapter: Business Science : Customer Relationship Management : Understanding Customers

Developing a Customer Information Database

Define the database functions: Strategic CRM: Data about markets, market offering, customers, channels, competitors, performance and potential.

DEVELOPING A CUSTOMER INFORMATION DATABASE

1. Define the database functions

 

      Strategic CRM: Data about markets, market offering, customers, channels, competitors, performance and potential.

 

      Operational CRM:  Customer related data to help in the everyday running of the business.

 

      Analytical CRM: Data to support the marketing, sales and services decisions that aim to enhance the value created for and from the customers.

 

 

      Collaborative CRM: It includes two subsets of operational and analytical purpose.(OLTP,OLAP)onlineT-transaction, A-analytical processing.

 

2. Define the information requirements

 

      Customer information fields

 

      Contact data

 

      Contact history

 

      Transactional history

 

      Current pipeline

 

      Opportunities: It looks forward after sales.

 

      Products

 

      Communication preferences

 

3. Identify the information sources

 

      Internal data: market size ,market segmentation, customer profile, customer acquisition channel, competitor product and pricing, customer requirement

 

      External data:

 

a) Compiled list data:

 

b) Census data: obtained from govt records.

 

c) Modeled data generated by third parties includes variety of sources.

 

      Secondary and primary data:

 

a) Competition entries

 

b) Subscriptions: customer Subscribe of newsletter or magazine

 

c) Registrations: customers are invite to register their purchase

 

d)Loyalty programs

 

4. Select the database technology and hardware platform

 

      Hierarchical

 

      Network

 

      Relational: assign unique number in rows and columns and assign other data's of marketing, service, payments and so on.

 

5. Hardware Platform

 

5           Size of the databases :using of PC and server

 

6           Existing technology : using software

 

7           Number and location of users

 

8           Relational Database Management System(RDBMS)

 

5.  Populate the database

 

Sourcing: obtain information from customers

 

Verification

 

Validation

 

1. Range validation: Does an entry lie outside the possible range for a field.

 

2. Missing values: Check for values that are missing in column.

 

3. Check against the external values: check the details with mail authority.

 

      De-duplication :

 

1. Remove the record that should be retained

 

2. Retain the record that should be removed

 

      Merge and purge &

 

6. Maintain the Database

 

      All new transactions, campaigns and communications are inserted immediately.

 

      Regularly re duplicates the database.

 

      Get customers to update their own records.(online purchase)

 

      Audit the subset of files every year.

 

      Drip-feed

 

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Business Science : Customer Relationship Management : Understanding Customers : Developing a Customer Information Database |


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