Interviewbuch 2012 englisch Seite 8

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NTT Data   Customer Integration 9 automotiveIT 2012 Information technology a key factor  Information technology has a key role in the realisation of this potential In recent years the focus has been primarily on the implementation of customer relationship management software with integrated customer databases the continuous man agement of potential customers from the manufacturer through to the car dealership and a web presence with a reliable configu rator Manufacturers who to this day have failed to satisfactorily master these basic issues will struggle to successfully take the next step For the infrastructure of the future priority will be given to the com prehensive integration of customer data the complete interlinking and use of all communication channels and the real time evaluation of customer information While a clear customer profile under the 360 degree view of customer data was un derstood to be the integration of transac tion and master data within the company in future it will be about linking these data with external data from for example social media portals As the personalisation of in formation has a key role situational data such as movement profiles in the internet internet community discussions or details about current location are becoming incre asingly important The clear identification of this information and its allocation to a customer profile is a major challenge The monitoring of social media is core in the new approach to customer relationship management However it is not enough just to understand the activities in these chan nels In order to be able to act in a manner suitable for the target group all communi cation channels and especially social media portals must be seamlessly connected as part of an integrated multi channel approach Queries of any kind should be answered using the means preferred by the customer and these go far beyond email telephone and fax Smartphones and tablets are wide spread and with all of their technical ca pabilities should be full members of the information and communication chain However anyone who has ever tried to configure a vehicle with an iPad will know that demand and reality are still far apart Quick  implementation  a major  chal lenge One thing is certain customer relationship management will have to continue to adapt quickly to new requirements and condit ions However here it is not only important that the requirements are understood but