ABSTRACT
A Study on the Data Warehouse-based CRM Modeling
Kim, Yoo kyung
Dept. of Management Information System
Graduate School of International Management
Chung-Ang University
Enterprises are vitally being demanded to strengthen competitive advantage by improving customer profitability in the fierce competitive and uncertain financial environments. As such, information technology is an essential weapon to accumulate customer information and to analyze it scientifically.
Researches for customer marketing have been mostly done in the arena of data warehousing and database marketing. The characteristic of such researches is to discover the new customer values by analyzing customer information in the various viewpoints, collecting customer information required for customer marketing and accumulatingit into database. But, the previous data oriented approaches have given less attention to the issue of the function and process for customer management. In addition, they did not have enough subsumed the information requirements for the interaction with customers.
As the new strategy to manage customers, many enterprises have recently tried to construct CRM(Customer Relationship Management) which enables them to reduce the marketing cost and improve their profitability. CRM can be defined as the process to practice customer-centric marketing, sales and services by acquiring new customers and retaining customers. In spite of this importance, less attention has given to the concrete approaches to and the modeling methods for constructing CRMsystem.
This thesis studies the data warehouse-based CRMmodeling method through the case study of K bank. The objective of this study is to suggest the systematic and efficient approach and modeling method for building CRMsystem in the enterprise-wide viewpoint.
This study suggests the following results; Firstly, it is necessary to clearly define the business area and function for CRMin the enterprise-wide viewpoint, first of all. The reason is that to define the CRM framework and to establish the relationships and roles among functions clearly may make it easy to construct CRMsystem. Secondly, it is necessary to define the CRMprocess as the closed-loop process, which helps marketers to gain the repetitive learning effects. Thirdly, for constructing the customer data warehouse model, it is efficient to build first the enterprise data warehouse and then construct incrementally data marts for several business areas. Fourthly, the process of CRM
modeling helps to clear the user requirements. And so, this process helps to elevate the possibility of building the customer data warehouse successfully and to manage efficiently the high quality customer information.
The contribution of this study is to suggest the systematic and efficient approach to and modeling method for building CRM system to the companies that try to build CRM in the enterprise-wide viewpoint. It is expected that this studymay help companies to construct CRMsystemsuccessfully.
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