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Operational CRM technologies for sales, marketing, and customer service departments Multiple applications access this database. Operational CRM – supports traditional transactional processing for day-to-day front-office operations or systems that deal directly with the customers Analytical CRM – supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customersīasically one database stores all customer information. # of Customer contacts *A*D*I*A = # of SalesĦ The Evolution of CRM CRM reporting technology – help organizations identify their customers across other applications CRM analysis technologies – help organization segment their customers into categories such as best and worst customers CRM predicting technologies – help organizations make predictions regarding customer behavior such as which customers are at risk of leaving Reporting Help organizations identify their customers across applications Analyzing Help organizations segment their customers into categories such as best and worst customers Predicting Help organizations make predictions regarding customer behavior such as which customers are at risk of leavingħ The Evolution of CRM Three phases in the evolution of CRM include reporting, analyzing, and predicting Reporting Help organizations identify their customers across applications Analyzing Help organizations segment their customers into categories such as best and worst customers Predicting Help organizations make predictions regarding customer behavior such as which customers are at risk of leaving

Action – Percent that will buy the product. Interest – Percent that want to know more. SECTION 9.1 CUSTOMER RELATIONSHIP MANAGEMENTĬRM enables an organization to: Provide better customer service Make call centers more efficient Cross sell products more effectively Help sales staff close deals faster Simplify marketing and sales processes Discover new customers Increase customer revenuesģ CRM BASICS Organizations can find their most valuable customers through “RFM” - Recency, Frequency, and Monetary value How recently a customer purchased items (Recency) How frequently a customer purchased items (Frequency) How much a customer spends on each purchase (Monetary Value) Can you use this in a math formula to predict sales? How about on a 2*2 grid like the BCG model?Ĥ CRM BASICS - Model F R E Q U N C Y HIGH LOW DAYS AGO R E C E N C Yĥ The AIDA Model Attention – Percent that know you are advertising.