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IN THE NAME OF ALLAH

THE MOST BENEFICIENT,

MOST MERCIFUL

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GROUP MEMBERS

Muhammad Naveed

Farhan Ahmed

Zohrab Ahmad

Tahir Abdullah

Azhar Nazir

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CRM AND DATA

MANAGEMENT

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INTRODUCTION

This chapter illustrates the process of data collection and

transformation of data into information and knowledge, and how it

enables CRM.

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WHY TO MANAGE CUSTOMER

INTERACTION?Because the success of a business-customer relationship is

determined by the interactions.

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THE CUSTOMER INTEGRATION

PROBLEM Corporations have been capturing and storing volumes of

customer information for a number of years. This informationis generally stored in a database specific to a particular

business process case. Typically these cases can be

differentiated by process type (customer service, billing,fulfillment) by channel type telephone, mail, internet) and by

product type.

To enable CRM effectively the data must be integrated andshould be available during any customer interaction.

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CUSTOMER DATA INTEGRATION

CDI is a data management process where all prospects and

customer data can be distributed to point of interaction in a

timely and accurate manner.

Distributed Points of interaction

Timely

Accurate

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HOUSEHOLDING CONCEPTS

Individuals with the same last name living at the same address

may be defined as one household. Individuals with different

last names living at the same address may be defined as

separate house- holds.

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CUSTOMER DATA INTEGRATION

STEPSIDENTIFY TOUCH POINTS:

The organization needs to identify all areas in which it is

possible to interact with current and prospective customers.

Every interaction generates a transaction or some type ofrelative information. These interaction areas or touch points

will vary depending on an organization's vertical market and

business function within that market e.g. Web, telephone, face-

to- face.

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HOWDATA WILL BE COLLECTED?

ESTABLISH BUSINESS RULES FOR DATA

COLLECTION:

A company must first determine which variables will be

captured and then determine and define a priority setting foreach variable.

For example, if a person enters his or her age in more than one

touch point and the age is different, a business should

determine which touch point will be used as a source for age.

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METHODOLOGY FOR MANAGING THE

DATA INPUT PROCESS AFTER

COLLECTIONThe data input process consists of all the steps required to

move data from the point of collection to a place where it can

be read for input into a process for transforming each variable

into a common format.

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TIMELINESS

Organizations should establish a check and balance to ensure

that all required inputs have been made available to the next

process.

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CONSISTENCY AND ACCURACY

Inconsistent data is perhaps worse then inaccurate or absent

data, when there is no data no information is generated and

subsequently nothing is available for input to the next step, the

placing of data into a common format.

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PLACE THE DATA INTO A

COMMON FORMATPersonal information may be captured by he organization or its

value chain members in a variety of formats from different

touch points.

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SEPARATE CUSTOMER LINKAGE

DATA FROM ALL OTHER DATA Data collected from touch points can be placed into two

categories. The first category represents non linkage

information

Non linkage information is any element which is not used toidentify contact information.

Linkage information is the type of information that can be

used to identify a person, business or a household.

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STANDARDIZE CUSTOMER

LINKAGE DATAThe linkage data elements captured from multiple touch points

may differ in their format; in some instances, data coming

from the same touch point may vary in format as well. Format

here can be defined as the number of characters, i.e. the length

of a field that contains data. The length of a data record can

also vary.

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CORRECT THE LINKAGE DATA

COMPONENTS Correcting any errors in the linkage components will enhance

all subsequent steps. Software available for this purpose.

The software examines each geographic linkage component

for errors and makes the correction where applicable.

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APPLY POSTAL PROCESSING TO

THE CUSTOMER LINKAGE DATA Postal processing utilizes information provided by the United

States Postal Service (USPS) to ensure that the customer or

prospects most current address is available within a company

s CRM data environment.

First the person can tell the organization directly

Secondly the organization attempts to find using other means

when the person does not tell them.

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CUSTOMER LINKAGE

IDENTIFICATION PROCESS A method of linking records of individuals or businesses

that appear more than once in any set of data.

Record linkage methods fall into three broad categories:

1. Manual matching is the oldest, most time-consuming,

and cost lies method and is not a feasible option whenlarge databases or files are involved.

2. Deterministic record linkage links pairs of records on thebasis of whether they match or agree on initial, address,birth date and gender etc

3. Probabilistic record linkage uses probabilities todetermine whether a pair of records refers to the hoodthat a pair of records is a true match.

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THANK YOU FOR JOINING.

Questions?