Question: We are ready to start investigating the idea of the "common view of the customer." Can you recommend any books or papers or an approach in order to start such an activity?

Evan Levy's Answer: The Bottom Line on Bad Customer Data www.baseline-consulting.comDanette McGilvray's Answer: Many companies include the "common view of the customer" as a fundamental piece of a customer relationship management (CRM) program. If you are referring to investigating starting CRM within your company, I recommend a book by Judith W. Kincaid, Customer Relationship Management: Getting it Right! Judith defines CRM as "the strategic use of information, processes, technology, and people to manage the customer's relationship with your company (marketing, sales, service, and support) across the whole customer life cycle." Her book looks at the key components of a CRM infrastructure: information and knowledge management, business processes and organizations, people and change management and technology (as an element of the solution).

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