ISBN: 3540440011
TITLE: Customer Relationship Management
AUTHOR: Rajola
TOC:

Introduction 1
I. Identification and Classification of Business Objectives 3
II. Information Quality 4
III. Development Methodologies and Design Based on Users and on the Needs of the Different Business Areas 4
IV. Identification of Different User Profiles 4
V. The Selection Process of Alternative Packages 6
VI. Ways of Providing Information 6
VII. The Technological Architecture 7
VIII. Organizational Change 8
1 The Theoretical Framework of CRM 9
1.1 Environment and Technical Core 9
1.2 From Decision Support Systems to CRM: Main Steps in Evolution 11
1.3 Research Objectives and Purpose of Present Work 14
2 CRM Project Organization in the Financial Industry 17
2.1 Basic Motivations for CRM 17
2.2 CRM Drivers and Key Factors 19
2.3 Organizational and Technological Evolution of Customer Interaction Points 22
2.4 CRM in the Banking Industry 23
2.5 Definition and Purposes of CRM 24
2.6 The CRM Ecosystem 26
2.7 The Organizational Perspective of CRM 29
2.8 Data Analysis Techniques 30
2.9 The Main Requirements for a CRM Solution 33
2.10 A Study on CRM in the Italian Banking Industry 37
2.11 Conclusions 41
3 The Organization of Data Warehouse Activities 43
3.1 Introduction 43
3.2 The Data Warehouse 44
3.3 A Definition of Data Warehouse 46
3.4 Main Issues of the Implementation Process of a Data Warehouse 51
3.5 Organization of Warehousing Initiatives for Marketing Activities in the Banking Industry 52
4 Organization of Knowledge Discovery and Customer Insight Activities 61
4.1 Knowledge Discovery Process 61
4.2 Data Mining 63
5 Data Mining Techniques 71
5.1 Introduction 71
5.2 The Most Prominent Data Mining Systems 72
5.3 Visualization 72
5.4 Neural Networks 74
5.5 Genetic Algorithms 79
5.6 Fuzzy Logic 83
5.7 Rule Induction and Decision Trees 84
5.8 Cluster Analysis 86
6 The Evolution of Customer Relationships and Customer Value 91
6.1 From a "Transactional" to a "Relational" Approach 91
6.2 The Company Culture 92
6.3 The Organizational Structure 93
6.4 The Main Processes of Organizations 95
6.5 Who is the Customer? 96
6.6 The Customer's Life Cycle 100
6.7 The Concepts of Customer Satisfaction and Loyalty 103
6.8 Understanding the Role of the Customer 107
6.9 Satisfaction, Loyalty, and Defection 110
7 Main Benefits and Organizational Impacts of CRM within the Bank 113
7.1 A New Business Organization 113
7.2 CRM, IT, and Organizational Approaches 114
7.3 Change Management and CRM Initiatives 115
8 Data Mining Systems Supporting the Marketing Function: The Experience of Banca Monte dei Paschi di Siena 119
8.1 Introduction 119
8.2 Market Evolution 120
8.3 The Organization of Marketing Initiatives 122
8.4 The Bank 123
8.5 The Marketmine Project 127
8.6 Marketmine: Project Results 143
9 Conclusion 149
9.1 The Meaning of CRM 149
9.2 The Adaptation of Data Warehousing in a CRM Project 150
9.3 Using Data Mining in CRM Projects 151
9.4 Theoretical Foundations of CRM 151
9.5 Critical Success Factors 153
References 155
END
