From customer data to value: what is lacking in the information chain?

Dominique Crié and Andrea L. Micheaux ()
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Andrea L. Micheaux: IAE Lille - IAE Lille University School of Management - Lille - Université de Lille

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Abstract: Based on literature and practical experience, the authors define and discuss the customer data to value information chain. From data collection, through data quality management, performance metrics and knowledge management, optimising the various links in the chain leads to superior customer service and more profitable customer relationship management. Various current weaknesses are identified and recommendations made for improvement.

Date: 2006-08
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Published in Journal of Database Marketing and Customer Strategy Management, 2006, 13 (4), pp.282-299. ⟨10.1057/palgrave.dbm.3240306⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00284540

DOI: 10.1057/palgrave.dbm.3240306

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