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Can you recommend any books or papers or an approach to obtain a common customer view?

Q:

Question: We are ready to start investigating the idea of the "common view of the customer." Can you recommend any books or papers or an approach in order to start such an activity?

A: Evan Levy's Answer: The Bottom Line on Bad Customer Data www.baseline-consulting.com

Danette McGilvray's Answer: Many companies include the "common view of the customer" as a fundamental piece of a customer relationship management (CRM) program. If you are referring to investigating starting CRM within your company, I recommend a book by Judith W. Kincaid, Customer Relationship Management: Getting it Right! Judith defines CRM as "the strategic use of information, processes, technology, and people to manage the customer's relationship with your company (marketing, sales, service, and support) across the whole customer life cycle." Her book looks at the key components of a CRM infrastructure: information and knowledge management, business processes and organizations, people and change management and technology (as an element of the solution).

Chuck Kelley's Answer: I would go to the book The CRM Handbook: A Business Guide to Customer Relationship Management by Jill Dyché to get started. I believe she delivers a top-notch approach to customer information.


Chuck Kelley is an internationally known expert in database and data warehousing technology. He has 30 years of experience in designing and implementing operational/production systems and data warehouses. Kelley has worked in some facet of the design and implementation phase of more than 50 data warehouses and data marts. He also teaches seminars, co-authored four books on data warehousing and has been published in many trade magazines on database technology, data warehousing and enterprise data strategies. He can be contacted at chuckkelley@usa.net.

Evan Levy is a partner and co-founder of Baseline Consulting Group, a multivendor systems integration and consulting firm. As the partner in charge of Baseline’s largest practice, Levy leads both executives and practitioners in delivering technology solutions that help business users make better decisions. He has led strategic technology implementations at commercial and public sector organizations and advises vendors on their product development and delivery strategies. Levy has been published in a wide array of industry magazines and has lectured on a range of technology delivery experiences at leading conferences and vendor events. He has been a featured speaker at the Marcus Evans Analytical CRM symposium, DCI’s Data Warehousing conference, the CRM Association, DAMA International, the AMA and the Data Warehousing Institute. His current work involves delivering and lecturing extensively on the topic of data integration. You can contact him at evanlevy@baseline-consulting.com.

Danette McGilvray is president and principal of Granite Falls Consulting, Inc., a firm specializing in information quality management to support key business processes around customer satisfaction, decision support and operational excellence. Projects include enterprise data integration programs, data warehousing strategies and best practices for large-scale ERP data migrations for Fortune 50 organizations. For more than ten years she led information quality initiatives at Hewlett-Packard and Agilent Technologies. An accomplished program manager and facilitator, she is an internationally respected expert on data profiling, metrics, quality, audits, benchmarking, and tool acquisition and implementation. McGilvray is an invited speaker at conferences throughout the U.S. and Europe, where she trains other industry experts in enterprise information management and data stewardship. You can reach her at danette@gfalls.com.

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