Customer relationship management $($CRM$)$ aims to develop loyalty and repeat purchase behavior among a retailer$$s best customers. Simply satisfying them or encouraging repeat visits is not sufficient. Instead, customer loyalty means that customers are committed to purchasing merchandise and services from the retailer and will resist the activities of competitors attempting to attract their patronage. Part of the first step in the CRM process is to construct a data warehouse.

This activity is important because the data warehouse contains all the data the firm has collected about its customers and is the foundation for subsequent CRM activities. The goal of this activity is for you to demonstrate your understanding of the information that the data warehouse should contain.