Synopses & Reviews
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.
Table of Contents
The Theoretical Framework of CRM.- CRM Project Organization in the Financial Industry.- The Organization of Data Warehouse Activities.- Knowledge Discovery in Database and Data Mining.- Data Mining.- The Evolution of Customer Relationships.- Main Benefits and Organizational Impacts of CRM within the Company.- Data Mining Applications Supporting the Marketing Function: the Experience of Banca Monte dei Paschi di Siena.