Transcript XHTML Essentials: Level 1 Chapter 8

Customer Relationship Management:
A People, Process, and Technology
Approach
William Wagner and Michael Zubey
Chapter 3: Managing Data
for CRM Applications
Customer Relationship Management
2007 Thomson
Publishing: All Rights
Wagner & Zubey CopyrightCopyright
(c) 2006 Prentice-Hall. All rights reserved.
Reserved
1
Objectives
 Describe the different types of data that are
needed for CRM
 Explain the importance of database technologies
and major issues for CRM applications
 Describe the basics of relational databases
 Apply the fundamental concepts of SQL queries
to CRM applications
 Describe the basic structure and importance of
data warehouse applications
Customer Relationship Management
Wagner & Zubey
2
CRM in Action
 CRM at Allied Signal Aerospace
 In 1995, they had 4 different divisions and over 40 different
product lines
 They had no way of sharing client visit information
between the business units
 A large company like American Airlines could have as many
as 50 different points of contact with them
 They had tried to computerize their sales plans and
contact management using a FoxPro database in 1994.
 Still now way of sharing client info
 A server based package “Saleskit” was tried but not Y2K
compliant
Customer Relationship Management
Wagner & Zubey
3
CRM in Action (cont.)
 Ex. of Allied Signal Aerospace (cont.)
 Chose to implement Seibel in 1998
 Integrates with ERP
 Major vendor
 Web enabled
 Y2K compliant
 Had call center functions
 New “Atlas” system was designed to provide sales force
automation, campaign management, account
management, and call center support
 Sales force were suspicious
 Permanent manager of Aerospace CRM created
 Attributed about 20% of next year’s growth to new Atlas
program
Customer Relationship Management
Wagner & Zubey
4
Qualities of Good Information
 Timeliness
 Economic value
 Relevance
 Accuracy
 Redundancy
 Consistency
 Completeness
 Privacy
*Note importance of “meta” data
Customer Relationship Management
Wagner & Zubey
5
Figure 3-1: Sample of Meta Data using MicroSoft Access
Customer Relationship Management
Wagner & Zubey
6
The Nature of CRM Data and
Information
 Operational views
Sales agents, call/service center reps
 Managerial views
Operational data plus, KPIs
 Strategic views
Operational, managerial, plus sophisticated data
analytics and queries
Customer Relationship Management
Wagner & Zubey
7
Customer Relationship Management
Wagner & Zubey
8
Customer Relationship Management
Wagner & Zubey
9
Customer Relationship Management
Wagner & Zubey
10
Database Technology and CRM
 Terms to know:
DBMS
RDBMS
Primary key, foreign key, joins
SQL
Legacy systems
Customer Relationship Management
Wagner & Zubey
11
Sample customer data
CustNumber
CompName
CustAddress
ContactName
ContactPhone
10011
Abernathy Aircraft
684 Progress Ave., Phoenix
AZ
Roger Stemple
306 593-2154
10012
Clemons Air Transport
9146 Simmons Rd, New
Castle, NM
Phyllis Meers
664 743-0086
10013
Southern Air
89 Sproul Lane
Gradyville, AZ
Thomas Kemp
448 795-5993
10014
Thompson Cargo Transport
RR 428
Thompson, NM
Randal Keck
376 575-2499
Customer Relationship Management
Wagner & Zubey
12
Customer Relationship Management
Wagner & Zubey
13
CustNumber
CustName
CustAddress
ContactName
ContactPhone
SalesRepNum
VisitDate
10011
Abernathy Aircraft
684 Progress Ave., Phoenix
AZ
Roger Stemple
306 593-2154
143
8/24/03
10012
Clemons Air Transport
9146 Simmons Rd, New
Castle, NM
Phyllis Meers
664 743-0086
206
7/5/03
10013
Southern Air
89 Sproul Lane
Gradyville, AZ
Thomas Kemp
448 795-5993
97
8/14/03
10014
Thompson Cargo Transport
RR 428
Thompson, NM
Randal Keck
376 575-2499
206
8/28/03
Potential Issues as we expand the table…
Customer Relationship Management
Wagner & Zubey
14
Query Languages
 QBE
 SQL
Maintenance queries
Update, delete, insert
Data Manipulation queries
Select…
From…
Where…
Customer Relationship Management
Wagner & Zubey
15
CRM and the Data Warehouse
 In contrast to DBMS, a data warehouse is organized
with sole intention of providing a comprehensive
view of such common subjects as products, sales,
customers, and vendors. It is integrated in the
sense that it is drawing data on these various
subjects from different existing systems within the
enterprise and integrating it, so that it appears only
once and in a standardized format.
Customer Relationship Management
Wagner & Zubey
16
Customer Relationship Management
Wagner & Zubey
17
Customer Relationship Management
Wagner & Zubey
18
Customer Relationship Management
Wagner & Zubey
19
Customer Relationship Management
Wagner & Zubey
20
Customer Relationship Management
Wagner & Zubey
21
Customer Relationship Management
Wagner & Zubey
22
Summary
 In this chapter you learned:
 The problems of data integration for CRM
 The qualities of "good" CRM data
 The different views of the CRM data within the organization
 The basics of relational database technology
 How the data is accessed using basic SQL queries
Customer Relationship Management
Wagner & Zubey
23
Summary (cont.)
 In this chapter you learned:
 The importance of the data warehouse and data mart for
CRM
 The basics of the star and snowflake schemas for the data
warehouse
 The importance of middleware technologies such as XML
 A basic understanding of the main technology platforms
used for CRM
Customer Relationship Management
Wagner & Zubey
24
Questions?
Customer Relationship Management
Wagner & Zubey
25