Effective Database Analysis Leads to Pertinent CRM Knowledge

EFFECTIVE DATABASE ANALYSIS LEADS TO PERTINENT CRM KNOWLEDGE 

Many companies have implemented operational CRM efforts, but have not realized the value of those investments due to an absence of integrated customer data. Because they lack a single view of the customer, these companies cannot move to analytical CRM, which is where much of the value lies. 

2 is a framework for conducting an effective data acquisition and integration analysis as a crucial ingredient in a successful CRM effort. 

the analysis should confirm that the most valued customers are receiving the most effective attention. That starts with asking some of these customers what value they would like to see added if the firm is going to make such a major investment in CRM. Our research shows the answers to that query are often unexpected. What products should be offered, for example, may vary from those perceived to have the most value. How the products are distributed, through which channels, which partners should be used, what the real delivery cycles should be, and so forth often come under scmtiny and new decision mles emerge. Finding out why some of these customers have defected is equally valuable as it quickly identifies problems needing attention. 

Monitor business process effectiveness and recommend changes 

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