When building a comprehensive customer relationship management plan, companies might want to consider incorporating the initiative into a Corporate Information Factory. "CRM requires the seamless integration of many different information systems and customer information is the key enabler of CRM activity," Claudia Imhoff, president of Intelligent Solutions Inc., and Lisa Loftis, vice president of Intelligent Solutions Inc., told attendees Aug. 14 at The Data Warehousing Institute World Conference Summer 2001 in Anaheim, Calif. "The Corporate Information Factory is a key enabler of CRM activity. It provides a structured environment in which to implement the type of seamless customer information environment which promotes CRM strategies." A Corporate Information Factory, a conceptual architecture for business intelligence, consists of three systems: business operations, analytical engines and business management. Each system, Imhoff and Loftis told attendees during their session "True CRM: Where does the Data Warehouse Fit." has a definite role in customer relationship management. With business intelligence, companies can use CRM-related data for customer profiling and other types of analysis.
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