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

Strategies for leveraging information technologies to improve customer relationships
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.

From the back cover:

"Claudia Imhoff and her coauthors, Jonathan geiger and Lisa Loftis, are giving you a roadmap to CRM. . . This is a MUST READ for every serious manager."John Zachman, Zachman International

Building the Customer–Centric Enterprise

You already know that customer relationship management (CRM) is critical to the success of your business, but how do you go about implementing it? This book shows you how to reshape your organization and develop appropriate business strategies to nurture mutually beneficial long–term customer relationships.

Drawing on the proven architecture of the Corporate Information Factory (CIF), Claudia Imhoff and her team clearly explain how to harness CIF technologiesincluding Web and data warehousing technologiesto ensure success in todays hyper–competitive marketplace. By integrating the business strategies with the supporting technologies, you will be able to:

• Establish a business strategy that supports the customer
• Recognize different types of customers
• Understand customer needs
• Understand the value of each customer
• Develop effective approaches for retaining and expanding customer relationships
• Tailor customer service and support to specific customer needs
• Ensure that customer data is accurate and up–to–date
• Integrate all sales and distribution channels, including the Internet
• Protect the privacy of the customer

About the Author:

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.
LISA LOFTIS is a Senior Manager at Braun Consulting and has over fourteen years‘ experience working in customer relationship management in numerous industries. She has also presented extensively at national and international conferences on CRM.
JONATHAN G. GEIGER is Vice President at Braun Consulting, where he specializes in helping companies plan, develop, and apply business intelligence and customer relationship management capabilities. He has presented extensively at national and international conferences, has published more than twenty articles, and coauthored Data Stores,Data Warehousing, and The Zachman Framework: Managing Enterprise Knowledge.