When beginning a customer relationship management initiative, business and information technology managers should think of the data warehouse as one of the projects core foundations and take a "holistic approach" to both analytic and systems operations issues. "CRM is a process and not a box drop," Jill Dyche, a Baseline Consulting Group vice president, told attendees during her session, "A Roadmap to CRM Implementation," February 18 at The Data Warehousing Institute World Conference Winter 2002 in New Orleans. "Incorporating the data warehouse is a best practice companies should use in implementing CRM." Dyche told attendees that CRM projects most often fail because the companys business plan was flawed.
To avoid problems, companies should form a CRM "ecosystem" that incorporates analytic applications with operational systems. "Not including the data warehouse in CRM is a travesty because you have all that available data that can be analyzed and help foster long standing customer relationships," she says. "Dont build a separate CRM systems for both operational and analytic applications. Thats just initiating a stovepipe system you have to both at once."
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