December 2022
Intermediate to advanced
452 pages
14h 39m
English
Content preview from Customer Relationship Management, 1st Edition by Pearson
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9
Relationship data management
This chapter describes how an accurate, complete, current and unique customer profile may be developed in databases. We will first discuss the identification of customers in the customer databases and will then focus attention on the manner in which the customer profiles may be further enriched to benefit the relationship policy.
In this chapter we will address the following questions
- How to measure and control for the quality of relationship data used to identify customers.
- How can we profile customers?
- – What types of databases are there (structured and relational)?
- – Which characteristics may be used to describe customers?
- – How can we measure these characteristics?
- – How can we maintain the customer profile? ...
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