Part 1 of this series described the customer life cycle concept and presented a generic model from which to start defining your organization's customer life cycle. Part 2 described two of the three major business functions found in the Corporate Information Factory business operations and business management and mapped those functions to the customer life cycle. This last installment of the series explains how the business intelligence components of the Corporate Infor-mation Factory support the customer life cycle.
A key success factor of any CRM strategy is the ability to utilize the available information on customers to understand the characteristics of the customer base and to influence the ways in which customers and the organization interact. To accomplish this, data must be converted into information by adding context and facts to the data. Information becomes knowledge when decision- makers are educated about the information and begin to use it. Finally, knowledge becomes corporate wisdom when the business community takes action by consistently using and enhancing this knowledge (see Figure 1).
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