The structure of the book comprises two parts. Part 1 outlines the current state of play as far as customer information is concerned and attempts to isolate that which has been successful in achieving an environment of customer intelligence. It also examines the critical issues and dilemmas now facing decision-makers and how these are likely to be resolved. Part 2 seeks to isolate the critical success factors that will guide our next steps in utilising customer information and proposes remedies to the deficiencies and obstacles that have been explored earlier. This a book that is rooted in, and informed by, the authors experience of working with large and small corporations seeking to build business intelligence systems that have altered, and will continue to alter, the balance of power in the marketplace.
Book Details:
- Author: Sean Kelly
- ISBN: 9780470018583
- Year Published: 2006
- Pages: 276
- BISAC: BUS063000, BUSINESS & ECONOMICS/Strategic Planning
About the Book and Topic:
The structure of the book comprises two parts. Part 1 outlines the current state of play as far as customer information is concerned and attempts to isolate that which has been successful in achieving an environment of customer intelligence. It also examines the critical issues and dilemmas now facing decision-makers and how these are likely to be resolved. Part 2 seeks to isolate the critical success factors that will guide our next steps in utilising customer information and proposes remedies to the deficiencies and obstacles that have been explored earlier. This a book that is rooted in, and informed by, the authors experience of working with large and small corporations seeking to build business intelligence systems that have altered, and will continue to alter, the balance of power in the marketplace.
The book is concerned with who will own and control information about customers and who will develop the best skills and capabilities to exploit it for competitive advantage. At its core it is an attempt to explain why the age of information has substantially failed to live up to its own hype of specialisation, personalization over homogenization, and consistently delighting customers. This is a topic that is critical to the future strategy of any business.
Author platform and reputation is impressive. The author has extensive contacts with journalists covering this field as well as relationships with commercial companies that would also be interested in purchasing copies for customers and conference delegates. This is a key topic in the market, over one trillion dollars have been spent during the past decade in acquiring, managing and exploiting customer information but the personalization of the interaction with the customer is far form being a pervasive feature of the market. This book looks at why. The author is looking to break new ground by actively forecasting the future The style of the book is extremely accessible and will therefore appeal to the non technical manager
About the Author
Sean Kelly is founder of the Data Warehouse Network, where he supervised the development of the only comprehensive methodology for data warehousing. He is one of the worlds leading authorities on this topic. He has extensive experience of working with large corporations in both Europe and the United States and teaches at The Data Warehouse Network, The Data Warehousing Institute, DCI, the UK Institute of Direct Marketing, Technology Transfer Italia, NCR, IBM, SAS Institute, the CRMIC and Comhra.