Operational CRM's provide support to front office business processes
including sales, marketing and service. Each interaction with customer is generally added to customers contact history, and
staff can retrieve information on customers from the database as needed.
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Analytical CRM analyses customer data for a variety of purposes including:
- Design and effectiveness of targeted marketing campaigns to optimize
marketing effectiveness
- Design and execution of specific customer campaigns such as retention,
cross-selling, up-selling, and customer acquisition
- Analysis of customer behavior to aid product and service decision
making
- Prediction of probability of customer defection
- Management decisions (for example, financial forecasting and customer
probability analysis)
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