CRM Cycle

CRM Cycle
1 An Assessment Phase Knowledge acquisition portion of the process
2 A Planning Phase The creativity of the marketing process
3 An Executive Phase Maps to the customer interaction element
 An Assessment Phase
Analysis of the data will require tools such...
OLAP – Online Analytical Processing
Data mining
CHAID – CHI squared automated induction
CART – Classification and regression trees
 A Planning Phase
 How best to approach the customers
 Less dependent on technology
 Creative part of marketing
 An Executive Phase
 Organization puts all his knowledge to work
 Two dimensions
• Execution & Management of marketing campaigns
& customers treatment strategies
• Tracking of responses


Business Drives of CRM
Competition
Economic of customer retention
Technology
CET


Three ways to increase the profitability of a customer base
Acquire more customers
 Most expensive
 5 to 10 times then the retention an existing once
Optimize the value of existing customers
Retain the right customers longer


Armed with effective customer relationship management, a
company should
Prevent overspending / under spending
Without spending improvement
Identifies the current channel
Deliver the right product / service at right time
Improve marketing return on investment


An Architecture for developing CRM
An Architecture – a blue print
The data warehouse is the technology & infrastructure
heart of the architecture.
Various analytical tools
OLAP – Online analytical program
Data mining
Statistical analysis