CRM Process

Hi friends, in last post we talked about areas where we can use CRM. In this post we will see how the CRM process works. Now CRM process means getting raw customer data from source....processing it...converting it into desired format....and use it for analysis and decision...finally to make profit.

1) Customer Data Collection:
It looks simple task but actually it is very hard task...like data warehousing data collection process. Here you have many source systems like touch points (Customer-Business Unit Interaction Points), external source like (Government, marketing, research companies), Business Operational Systems, Forms and other reports. all sorts of customer data source.

2) Integration:
Integrate sourced data for your special purposes,,,in a single, central repository system--Customer data warehouse..integration will be very hard and time consuming. I am not going in depth of Integration and properties of integration.

3) Analysis
Careful and meaningful Analysis of customer database is very important, If we have customer database,,,but do not have "Specific"purpose on which we analyze customer than there is no point of having Analytical CRM. There are certain OLAP tools are available which make little bit easier for us to Analyze and interact with customer data...in a multidimensional views.

4) Actions
What will be actions? Marketing..not just blind marketing but Spot on Goal based marketing campaigns. Better strategic decision making..for the long term customer relationships, new products for each customers (We learned that each customer is unique and have unique needs after careful OLAP analysis. ) and most important action..we might develop "Closed-Loop"CRM.

It sounds like very simple and theoretical but actually it is very hard to do actually in the business.

I love comments....yeah BAD or GOOD....

Anki