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Creating a single view of the customer for CRM strategy - A case example

Reid, A and O’Brien, D (2005) Creating a single view of the customer for CRM strategy - A case example. Interactive Marketing Journal, 6 (4). pp. 357-365. [Journal article]

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Abstract

This paper discusses the importance of data integration within a single view of the customer (SVC) database for CRM strategy and implementation. It uses one case study from a European telecommunications company to highlight the problems and issues that can arise when implementing such a system. Emphasis is placed on the need for the project to have a clear strategic focus as an imperative for successful implementation. The case illustrates that an SVC database also relies on high-quality data and an acceptance throughout the organisation that data stored within the company are enterprise-wide data and not the sole preserve of departments that generate the data. Finally, the ways that SVC projects are organised and managed can impact on their success.

Item Type:Journal article
Keywords:customer relationship management data quality relationship marketing single view of the customer
Faculties and Schools:Ulster Business School > Department of Business and Enterprise
Ulster Business School
ID Code:37779
Deposited By: Dr Andrea Reid
Deposited On:10 May 2017 13:11
Last Modified:10 May 2017 13:11

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