When building a comprehensive customer relationship management plan, companies might want to consider incorporating the initiative into a Corporate Information Factory. "The companies of the future must take actions to influence customers in ways that remain mutually beneficial," Claudia Imhoff, president of Intelligent Solutions noted during her keynote address February 21 at The Data Warehousing Institute World Conference –Winter 2002 in New Orleans.

CRM requires the seamless integration of many different information systems, and the Corporate Information Factory is a key enabler of CRM activity, Imhoff says. It provides a structured environment in which to implement the type of seamless customer information environment which promotes CRM strategies. "The architecture, including the data warehouse and operational data store, provides the consistent information needed to understand each customers needs and values," she says.

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