Customer Relationship Management

Transcription

1 Customer Relationship Management

2 Springer-Verlag Berlin Heidelberg GmbH

3 Federico Rajola Customer Relationship Management Organizational and Technological Perspectives With 37 Figures and 13 Tables Springer

4 Professor Dr. Federico Rajola Universita Cattolica del Sacro Cuore Largo Gemelli, Milan Italy federico.rajola@unicatt.it ISBN DOI / ISBN (ebook) Cataloging-in-Publication Data applied for A catalog record for this book is available from the Library of Congress. Bibliographic information published by Die Deutsche Bibliothek Die Deutsche Bibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data is available in the Internet at < This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer-Verlag. Violations are liable for prosecution under the German Copyright Law. Springer-Verlag Berlin Heidelberg 2003 Originally published by Springer-Verlag Berlin Heidelberg New York in Softcover reprint of the hardcover 1 st edition 2003 The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Hardcover-Design: Erich Kirchner, Heidelberg SPIN / Printed on acid-free paper

5 To my son Alessandro

6 Acknowledgements The author would like to express his thanks to all those who assisted him with the conception of this book, in particular to CeTIF and its research community, Mauro Bello, Rita Bissola, Alberto Boffi, Chiara Frigerio, Vanessa Gemmo and Francesco Virili, for their helpful and interesting comments at various stages of development of the present work. Special gratitude is due to Marco De Marco, Andrea Carignani and Cecilia Rossignoli, who offered helpful suggestions throughout the project. Particular thanks go to Karin Lanzer for her support in reviewing and proofreading the manuscript, for her competent and friendly assistance, and her incredible patience in collecting and organizing all the comments and suggestions that came up throughout the writing process. Thanks to Paolo Arosio for his invaluable technical assistance, which has made it possible to enhance the printed word with appropriate graphics. Many thanks to all those who have enthusiastically supported the author's efforts from start to finish. Hopefully all of them will be pleased to see that all their efforts have now come to fruition.

7 Contents Acknowledgements... vn 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 ofthe 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 The Theoretical Framework of CRM Environment and Technical Core From Decision Support Systems to CRM: Main Steps in Evolution Research Objectives and Purpose of Present Work CRM Project Organization in the Financial Industry Basic Motivations for CRM CRM Drivers and Key Factors Organizational and Technological Evolution of Customer Interaction Points CRM in the Banking Industry Definition and Purposes of CRM The CRM Ecosystem The Organizational Perspective of CRM....29

8 X Contents 2.8 Data Analysis Techniques The Main Requirements for a CRM solution l0 A Study on CRM in the Italian Banking Industry Conclusions... Al 3 The Organization of Data Warehouse Activities Introduction The Data Warehouse A Definition of Data Warehouse Main Issues of the Implementation Process of a Data Warehouse Organization of Warehousing Initiatives for Marketing Activities in the Banking Industry Organization of Knowledge Discovery and Customer Insight Activities Knowledge Discovery Process Data Mining Data Mining Techniques Introduction The Most Prominent Data Mining Systems Visualization Neural Networks Genetic Algorithms Fuzzy Logic Rule Induction and Decision Trees Cluster Analysis The Evolution of Customer Relationships and Customer Value l From a "Transactional" to a "Relational" Approach The Company Culture The Organizational Structure The Main Processes of Organizations... 95

9 Contents XI 6.5 Who is the Customer? The Customer's Life Cycle The Concepts of Customer Satisfaction and Loyalty Understanding the Role of the Customer Satisfaction, Loyalty, and Defection Main Benefits and Organizational Impacts of CRM within the Bank A New Business Organization CRM, IT, and Organizational Approaches Change Management and CRM Initiatives Data Mining Systems Supporting the Marketing Function: The Experience of Banca Monte dei Paschi di Siena Introduction Market Evolution The Organization of Marketing Initiatives The Bank The Marketmine Project Marketmine: Project Results Conclusion The Meaning of CRM The Adaptation of Data Warehousing in a CRM Project Using Data Mining in CRM Projects Theoretical Foundations ofcrm Critical Success Factors References