Once the touchpoints are programmed, companies then interact with customers and watch what happens. The ODS is an operational subset of the data warehouse that holds just the data touchpoint applications need to manage customer interactions. In this respect, ODSs bridge the analytical and operational parts of the CRM architecture. Evaluate and Repeat. To understand the effectiveness of CRM rules and plans, companies collect and analyze interaction data.
Companies can evaluate the profitability of each campaign or interaction rule using various metrics.
This knowledge helps them refine the next set of campaigns or interaction rules. Building the component parts of a CRM architecture takes time. Integrating them so that they support the closed loop process described above takes considerable skill and patience. In fact, developing two-way information flows between analytical and operational components is a Herculean task that few companies have mastered. It should be clear by now that CRM requires a robust information infrastructure to succeed.