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Developing a Customer Information System

In: Building Brands Directly

Author

Listed:
  • Stewart Pearson

Abstract

Summary There are three types of software in a customer information system. A relational database management system (RDBMS) stores and organises data efficiently. A user interface provides staff with access to the data. Applications software enables staff to carry out various tasks using data. A customer information system should be integrated within a general companywide IT strategy and database design. Customer data and marketing applications can be linked to those of other key functions, including planning, customer service, sales, personnel, finance and order processing. Applications range from the strategic through management to the operational. In a companywide solution, data is shared, but the user interface and application can be specific to a customer team or an individual staff member. Within a companywide database strategy, marketing has access to all data relevant to its customers. And all functions and staff involved with customers can access and use customer data collected by marketing. Customer data is integrated with other data, and is distributed to all users throughout the company.

Suggested Citation

  • Stewart Pearson, 1996. "Developing a Customer Information System," Palgrave Macmillan Books, in: Building Brands Directly, chapter 0, pages 388-395, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-13771-8_18
    DOI: 10.1007/978-1-349-13771-8_18
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