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It is the Information that an organisation retains about its customer that enables
the organisation to contact that customer and derive knowledge about that customer.
Important issues to be addressed in this phase of InteractCM's
Customer Management process include:
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Customer repositories are not yet consolidated
which results in an inability to determine high value customers.
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The poor quality of key Customer Information
in source systems limits the accuracy of a Single Customer View to 70%.
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Customer creation in multiple source systems
cannot support an organisation wide unique customer identification.
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Activities that are required to achieve the objectives of this phase include:
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Understanding what CI the organisation has
and what they need to have.
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Turn the data from administrative data to
data that is fit for one-on-one marketing and One Customer View.
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Construction of a Master Customer Repository
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Building basic understanding that CI is a
strategic asset.
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Over the years that InteractCM has worked
in Customer Management it has, through experience and research, developed core
Customer Information Philosophies for which to aim.
Understanding the big picture by operating across all parts of the business
is essential! We call it a whole of business approach.
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Senior Executive ownership is vital for Customer
Management
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Only one location for Customer Information
- the Master Customer Respository (MCR)
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Clearly articulated standards are essential
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High quality key Customer Information is
the cornerstone of creating a successful relationship with a customer
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All products and services provided to a customer
are linked to the MCR
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Customer details must be updated at the source
(i.e. point of Customer contact) wherever possible
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People's attitudes & behaviours concerning
Customer Information, its gathering, quality & application (Customer
Information Competency) are key elements in an effective Customer Management
program
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A common (& consistent) user interface,
to Customer Information, is required for all applications and platforms
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InteractCM's Products and Service
offerings in this step include:
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