Why CRM?
Customer Relationship Management
CRM describes the management of customer relationships along all touchpoints
Effect Chain of Customer Loyalty
CRM Processes
Strategic CRM
Analytical CRM
Operative CRM
Strategic analysis of customer structure and behavior
Requires data - a CRM System
To gain insights from customer data
Based on methods such as data mining and business-intelligence
Customer segmentation at it’s core
Behavior
Classification data, such as age, gender, education level, political orientation and further
Target groups
Supports strategic and operative CRM
Customer analysis
ABC Analysis
Market segmentation
Cross selling potential
Sales Process Management
Marketing (Mailings, Calls)
This data pool is used for analytical CRM
Example of Customer segmentation (by k-means clustering)
Example of Customer Clustering (by k-means)
IT-Systems in CRM – Ranke of Services
Example of an evaluation of IT-Systems (Customer Value Analysis)
Last changed2 years ago
