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Capturing Data from Customers

Capturing Data from Customers

Minwir Al-Shammari
Copyright: © 2009 |Pages: 22
ISBN13: 9781605662589|ISBN10: 1605662585|ISBN13 Softcover: 9781616925406|EISBN13: 9781605662596
DOI: 10.4018/978-1-60566-258-9.ch006
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MLA

Minwir Al-Shammari. "Capturing Data from Customers." Customer Knowledge Management: People, Processes, and Technology, IGI Global, 2009, pp.169-190. https://doi.org/10.4018/978-1-60566-258-9.ch006

APA

M. Al-Shammari (2009). Capturing Data from Customers. IGI Global. https://doi.org/10.4018/978-1-60566-258-9.ch006

Chicago

Minwir Al-Shammari. "Capturing Data from Customers." In Customer Knowledge Management: People, Processes, and Technology. Hershey, PA: IGI Global, 2009. https://doi.org/10.4018/978-1-60566-258-9.ch006

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Abstract

The customer is a strategic element in a company’s downstream supply chain. In the new economy, customers, whether they are individual consumers or businesses, are becoming demanding, powerful, and more knowledgeable than before. The pressure of customers for more improvements (e.g. in quality, cost, and delivery), has been intensified by globalization of marketplaces and the emergence of new business philosophies and models (e.g. click and mortar direct-sale business model). Customer data is the key to successful relationships with customers. Data acquisition is the process to capture, integrate, cleanse, and load customer data, from various customer touchpoints, into the operational data store (ODS) and DW in order to create customer information and knowledge. This chapter intends to examine the concepts, issues, and trends related to capturing customer data and routing it to, or sharing it with, people in other units within the organization.

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