earticle

영어

Nowadays, many companies are striving to turn customer value into business value. Customer Relationship Management is a management system that develops effective and efficient marketing strategies by classifying customers in detail based on their information, i.e. databases, and consists of various information technologies. To implement this management system, a customer integration database must be established, and customer characteristics (buying behavior, preferences, etc.) must be analyzed with the databases established and the behavior of each customer must be predicted. This study aims to systematically manage a large amount of customer data generated by companies that apply Customer Relationship Management, in order to develop data design and data governance strategies that should be considered to increase customer value and even company value. We mainly looked at the characteristics of customer relationship management and data governance, and then explored the link between the field of customer relationship management and data governance. In addition, we have developed a data strategy that companies need to perform data governance for customer relationship management.