Excel at CRM

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Objectives

• understand how to profile customers and convert this into a useful database asset.
• understand data mining and analysis

Objectives

• Understand customer segmentation and marketing strategy
• Learn how to enable customer retention.

Analytical CRM uses customer-related data to support marketing, sales and services decisions that aim to enhance the value created for and from customers.

Analytical CRM?

• involves expansion of customer knowledge into useful data sets
• important foundation is relationship data.

who will and who will not be approached with a certain offer at a certain time?

Selection Analyses

• are proper channels being used?
• is the conversation conducted effectively?
• are customers encouraged to purchase in the manner desired?
• do the marketing activities contribute to the customer-supplier relationship?

Preserving Quality

• The database is used differently by different departments and different people.
• Hence, a central database is recommended.
• Question is, how do we preserve quality?

Customer Profiling

Segment

• in which segment should the customer be placed?

Segment

• in which segment should the customer be placed?

Customer Value

• annual turnover
• annual contribution to profit
• share of wallet
• lifetime value

Transactions

• description
• method of payment
• payment behaviour

Products

• what, how much, when?
• have repairs or servicing been performed? which ones? when?

Satisfaction

• customer's satisfaction with products, services, communication, etc.

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