Describe the use of technology to store and integrate customer data. Customer data gathering is complicated because information needed by one unit of the organization (e.g., sales and marketing) is often generated by another area of the business or even a third-party supplier (e.g., an independent marketing research firm).
Because of the lack of standard structure and interface, organizations rely on technology to capture, store, and integrate strategically important customer information. The process of centralizing data in a CRM system is referred to as data warehousing. A data warehouse is a central repository of customer information collected by an organization.
1. Briefly explain the concept of a data warehouse. In the context of a CRM framework, why is a data warehouse such an important tool?
2. What is being written about customer data in today's periodicals? Search your favorite database of articles using keywords like "customer data" and "data warehousing." Are certain industries better represented in the citation list generated by your search? Are certain issues more prevalent? Read a selection of at least three to four articles, and write a brief analysis of what is being discussed in the press regarding these CRM topics.