Customer Relationship Management

1. Front Matter

   Pages I-XI

   PDF

2. Introduction

   • Federico Rajola

   Pages 1-8

3. The Theoretical Framework of CRM

   • Federico Rajola

   Pages 9-15

4. CRM Project Organization in the Financial Industry

   • Federico Rajola

   Pages 17-41

5. The Organization of Data Warehouse Activities

   • Federico Rajola

   Pages 43-60

6. Organization of Knowledge Discovery and Customer Insight Activities

   • Federico Rajola

   Pages 61-70

7. Data Mining Techniques

   • Federico Rajola

   Pages 71-89

8. The Evolution of Customer Relationships and Customer Value

   • Federico Rajola

   Pages 91-112

9. Main Benefits and Organizational Impacts of CRM within the Bank

   • Federico Rajola

   Pages 113-117

10. Data Mining Systems Supporting the Marketing Function: The Experience of Banca Monte dei Paschi di Siena

    • Federico Rajola

    Pages 119-147

11. Back Matter

    Pages 155-172

    PDF

Companies and financial institutions are employing operational information systems in an efficient way. While they have consolidated a strong level of knowledge in management information systems, there is still a lack of knowledge on the right way to apply customer relationship management (CRM) systems under a business perspective. Most of the companies are still having problems in evaluating how CRM can meet with the expected results. The level of complexity is perceived both under a technological and organizational point of view. A complete innovation process and heavy change management initiatives should be ensured in order to have effective and successful systems. This book offers a solid theoretical and practical perspective on how to face CRM projects, describing the most appropriate technologies and organizational issues that have to be considered. Some explaining cases have been included as well.

• Business Intelligence
• CRM
• Costumer Relationship Management
• Customer Relationship Management
• Customer Value
• Data Warehousing
• Marketing Information Systems
• change management
• complexity
• data mining
• data warehouse
• information system
• marketing
• org

• Università Cattolica del Sacro Cuore, Milan, Italy

  Federico Rajola

Policies and ethics