Designing a Data Warehouse: Supporting Customer Relationship Management

PERSONALIZATION

Personalization, in itself, is not a new thing. Recall the value propositions we discussed in Chapter 1. Customer intimacy and personalization go hand in hand. However, there is a practical limit to the amount of real personalization that we can engage in successfully. The main reason for this, of course, is that real personalization requires people. It is reasonable to suppose that a personal account manager can expect to be able to cope with anything from 1 to, say, 50 customers and still maintain a degree of personalization. This is fine so long as we only have a small number of customers in total or where there are only a small number within the segment that justify, due to their lifetime value expectations, to be treated ...