DIRTY DATA- and BIG DATA
Customer relationship management (CRM) involves managing all aspects of a customer’s relationship with an
organization to increase customer loyalty and retention and an organization’s profitability. As organizations
begin to migrate from the traditional product-focused organization toward customer-driven organizations, they
are recognizing their customers as experts, not just revenue generators. Organizations are quickly realizing
that without customers, they simply would not exist and it is critical they do everything they can to ensure their
customers’ satisfaction. In an age when product differentiation is difficult, CRM is one of the most valuable
assets a company can acquire. The sooner a company embraces CRM the better off it will be and the harder it
will be for competitors to steal loyal and devoted customers.
The Broadway Cafe has five traditional lines of business: (1) coffee sales; (2) music sales; (3) food sales; (4)
retail sales; and (5) promotional sales such as coffee-of-the-month. Your current IT infrastructure is pieced
together with various systems and applications. Currently, you have a difficult time with CRM because your
systems are not integrated. You cannot determine vital information such as which customers are ordering
coffee and not food or music and not coffee. For example, the three details that the customer Diego Quintos (1)
ordered four cappuccinos, (2) three CDs, and (3) two coffee-of-the-month gift coupons, are discrete facts
housed in separate systems. You hope that by using CRM technology to integrate your data, the next time
Diego purchases a cup of coffee a sales associate could ask him how he is enjoying his CDs, or if his friends
liked the coffee-of-the-month gifts.
You are excited about the possibility of taking advantage of customer segmentation and CRM strategies to help
increase business. You want to use CRM technologies to improve service and personalization at each
customer touch point. Using a data warehousing tool, important customer information can be accessed from all
of your systems either daily, weekly, monthly, or once or twice per year. Analyze the sample data in the
CRM_AYK.xls file (see file attachment) for the following.
- Currently, the quality of the data within the above disparate systems is low. Identify problems with the current
data and develop a report discussing the importance of high quality information and how low quality information
can affect the cafe’s business.
- Review the data and give examples displaying the kind of information the Broadway Cafe could use to gain
a better understanding of its customers.
- Include the types of data quality issues the company can anticipate and the strategies it can use to help
avoid such issues.
- Determine who are the cafe’s best customers, and provide examples of the types of marketing campaigns
the cafe should offer these valuable customers.
Review the videos on Big Data
1 http://www.youtube.com/watch?v=eVSfJhssXUA 2 minutes
- http://www.youtube.com/watch?v=7D1CQ_LOizA 8 minutes
Identify the three take aways from what you learned from the videos that you think will affect you the most in
your chosen areas of study ( or future careers). Be sure to explain why they are important. ( maximum 500