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Stephen Gillett, Starbucks CIO, argues that his most crucial duty is to enhance Starbucks ability to ...

Stephen Gillett, Starbucks CIO, argues that his most crucial duty is to enhance Starbucks’ ability to mine its customer data to help “reignite our passion with our customers.” Starbucks used loyalty cards (Starbucks’ Reward cards) and surveys to track its customers’ purchases and build profiles of their customers as mentioned in the opening chapter vignette. Why is this a good example of customer relationship management (CRM)?

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Accounting Information Systems

Edition: 4^th

Authors: Richardson, Chang, Smith

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