ABSTRACT
Data management is a key CRM enabler. Creating a single, accurate, and consolidated view of a customer establishes a foundation that supports all CRM efforts. Data integration is a series of steps, each one critical to achieve a technical environment that can support the CRM effort. This chapter illustrates the process of data collection and transformation of data into information and knowledge, as well as how it enables CRM. It includes a discussion of customer and prospect touch point identification and “primary data” capture techniques, conversion of disparate data into consolidated information, transformation of information into knowledge, knowledge leveraging to support CRM effort, and secondary data acquisition.
