e single system where all customer information is managed, then all we do is create yet another system to compete with all of the other customer information systems. If there are two or more places to go for information, we quickly lose our ability to guarantee consistent customer treatment. For example, if the sales group uses an isolated version of the sales Figure 10-4: Dominion Over Other Systems call tracking system as its source of information and the customer service department uses an equally isolated database associated with the call center management application, then the two groups will be almost guaranteed to treat the same customer in a totally different way. Only by creating one central source can this be avoided. Unquestionable Integrity The information coming out of this system has to be indisputable and above reproach SO that everyone can accept it as accurate and correct. This is necessary because of people's tendency to question the integrity of the numbers and facts as soon as there is contention Chapter 10 over the way customers are being treated. To be effective, the information in the warehouse must be totally accepted. Figure 10-5: Integrity Directive Capabilities Not only must the information in the warehouse be considered the best and ultimate source of customer information, the data has to have the power to direct people's activities. If the information is passive and informational only, then no real improvement in integration of customer relationship activities will occur. The information in the warehouse must be of the type that can be used as the basis for Figure 10-6: Directive Capabilities important and even critical decisions. If it is not, then the warehouse will fail to provide the structure that the organization needs. eXcellence in Telecommunications The Telco Churn Handbook Where Customer-Related KPIs are Set, Assigned, and Reported The reason we want this data warehouse to have dominion, integrity, and directive capabilities is that we want this warehouse to perform one othe