Analytical CRM

The task of analytical CRM (Customer Relationship Management) is the systematic processing and evaluation of the data collected in the operative systems, in particular the data on customer contacts and customer reactions, with the aim of optimal customer knowledge and customer profit along the customer relationship phases acquisition , loyalty and churn .

Distinctions

In customer relationship management (CRM), a distinction is made between the operational, the communicative and the analytical part. While operational and communicative CRM are also referred to using the conventional terms sales and marketing , analytical CRM corresponds most closely to sales management , sales controlling .

Components

The components of analytical CRM are data warehouse , reporting , OLAP and data mining . A central component of all components of customer management should be a central database in which all data about the respective product, customer, offer , sales measure, campaign and sales are available.

Systematics

The process of analytical CRM is known as "closed loop". Operational data on customers, transactions and products are collected, analyzed and then provided as a basis for decision-making, e.g. as a scoring model for operational CRM.

Analytical CRM goes beyond operational CRM in some points and can create additional benefits. Analytical CRM not only provides the analysis about a customer transaction, aCRM can also provide information about the non-users. This not only applies to the Internet, but also to classic sales channels. Only it is much easier and cheaper on the Internet if the basics are laid correctly. In a store, for example, tracking visitor traffic provides important information. It is not only important who enters the store and when, but also where they are going, what they are asking, how they can access the range. Good salespeople are a catalyst here , who already grasp the type of customer by their appearance and skillfully focus on the offers that are likely to induce this customer to buy. It is important to be able to offer alternatives, including alternatives that are not seriously included in the decision. A clue as to why products that do not directly fit the targeted customer group have a place in the range: They help to sell other products. The seller also often has a good sense of what he is offering a customer directly when he has made a purchase decision . For example, if the customer is looking for a business shirt, a tie could also be of interest. The analytical CRM must provide the tools that can provide these clues on the one hand in areas with a high number of customer contacts, but also on the Internet where no direct human contact can be made.