ITM 100 Chapter Notes - Chapter 6: Data Mining, Supplier Relationship Management, Data Warehouse

• School: Ryerson University
• Department: Information Technology Management
• Course: ITM 100
• Professor: Ron Babin

Document Summary

Chapter 6: customer relationship management case questions: summarize the evolution of crm and provide an example of reporting, analyzing and predicting question that fairmount might ask its customers. The evolution of customer relationship management has been integrated with technology which has three phases reporting which is keep track of the customer history which is operational crm also real time tracking. Then analyzing is why did it happen which segment their customers into categories such as best and worst customers. Finally prediction helps predict the next move or behaviour of the customer. Fairmount has effectively used crm systems to improve its operations by guest recognition program, consolidating guest information and enhancing guest experience. Another crm system fairmount could employ to improve its operations are loyalty programs or promotions for dedicated customers: define analytical crm. Analytical crm supports back-to back office operations which they do not deal directly with customers. They operate the data warehouse and data mining.