Integration between Customer Relationship Management (CRM) and Data Warehousing

被引：17
|
作者：
Khan, Abeer [1 ]
Ehsan, Nadeem [1 ]
Mirza, Ebtisam [1 ]
Sarwar, Sheikh Zahoor [1 ]
机构：
[1] Ctr Adv Studies Engn, Islamabad, Pakistan
来源：
FIRST WORLD CONFERENCE ON INNOVATION AND COMPUTER SCIENCES (INSODE 2011) | 2012年 / 1卷
关键词：
CRM (Customer Relationship Management); Data Warehouses; ETL; Quality data;
D O I：
10.1016/j.protcy.2012.02.050
中图分类号：
TP301 [理论、方法];
学科分类号：
081202 ;
摘要：
The focus of CRM investment is to automate the sales force i.e., to build separate applications for CRM having their own databases. These are just like operational systems, from where the data has to move to data warehouses later on. But now the trend is changing and CRM applications are supported by the data from data warehouses. This research paper focuses on various organizations especially within Pakistan which have switched to data warehousing for CRM applications. As a result, they are getting various benefits, such as minimized ETL processing, more timely and high quality data, alignments ensured with business goals, reducing the operational cost, improving customer services and customer retention etc. These benefits have been measured through statistical data analysis to show the trends over the years.
引用
收藏
页码：239 / 249
页数：11
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