Roger Freeston finds some major flaws
with data warehouses geared to gathering customer information
The use of data warehouses to support a company’s customer
relationship management strategy is now becoming increasingly
commonplace. These solutions are typically seen as the cornerstone
for the success of the CRM initiative.
However, if this is the case, why – when looking at organisations
that have recently completed a CRM initiative – do we find
that the CRM data warehouse (CRM DW) is often under-used,
misunderstood and failing to deliver the expected benefits
to the business?
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