Different people, clearly, have different perspectives of the world. Six experts will give six different views as to what is meant by customer relationship management. In this chapter I have expressed my view as to what CRM means, its definition, and why it's important to different types of businesses. Also we have explored the major components of CRM. We looked at ways in which the information that we routinely hold about customers might be used to help to support a CRM strategy.
This book, essentially, is about data warehousing. Now we have figured out how to design a data warehouse that will support the kind of questions that we need to ask about customers in order to help us be successful at CRM.