Integration between Customer Relationship Management (CRM) and Data Warehousing

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.