Using Customer Information Effectively

Chettayar, Krishna
May 2002
Financial Executive;May2002, Vol. 18 Issue 3, p42
Academic Journal
The article focuses on customer relationship management, customer information management (CIM), and using customer information effectively to give companies a competitive advantage. In CIM, data that is organized in consumer profiling is considered a product with benefits or consequences for end users. CIM reduces information asymmetry during the decision-making process, helps manage the paradox of "efficient growth," and reduces corporate risk exposure and the incidence of redundant marketing efforts, which can be irritating to consumers. In CIM, data that is organized in consumer profiling is considered a product with benefits or consequences for end users. The terms "multiple customer views" and "corporate householding" are explained.


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