The quality of customer information management in customer life cycle management

Abstract

This paper reviews the detailed findings from empirical research into how well companies plan and manager the acquisition and use of customer data. The research shows that few companies reach good standards in this area, and so run the risk of their data not being able to support their CRM strategies and policies or indeed privacy or data protection requirements. The paper then turns to how data can be used to support the management of the customer life cycle, particularly when combined with advance analytics.