
414 Part III n Information Quality Applied to Core Business Value Circles
Note It is imperative that all organizations have a mechanism to identify,
document and analyze Customer Complaints. To not do so, will jeopardize
your ability to delight your Customers on a sustainable basis.
Know Your Customers
The more you need to know about your Customers, the more Information you
need to gather to understand and delight them. Your Customer Information
Model and Database Designs must support the Knowledge you need to cultivate
a caring relationship with Customers.
You need to have a set of Entity Types and Attributes to capture Customer
Complaint events and Complaint resolution similar to the one illustrated in
Figure 9-16.
Party: A person or organization
we need to know about
is a role of
Is
made
by
makes
is source of
is made for
Customer
Party
is required for
requires
classifies
is
classified
as
is involved in
involves
Customer
Communication
ISA
is
taken
by
takes
Employee
Action
Results
from
Results
in
Outcome
Complaint
Type
Customer
Complaint
Customer
Business
Transaction
Customer
Satisfaction
Survey
Product /
Service
Figure 9-16: One of the Most Important Parts of a Customer Information Model and
Database Design: a Customer Complaint Model
Best Practices in Customer Care
Remember that without Customers, you are out of business.
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Define and implement a comprehensive set of Customer Values,
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such as Customer Satisfaction, Privacy, ...