The CRM Package
In the Customer Relationship Management (CRM) Solutions Guide, a leading independent consultant Jay Chang says 2001 has seen marketing, sales and customer service/support segments of CRM blend more closely together. Customer lifetime value is key, with the focus being placed on the value of a customer from a monetary perspective. Customer expectations of service are rising and companies that can provide good service cheaply and efficiently will win customer loyalty.
Analytics are becoming more important than ever as web sites generate data in ever increasing amounts. The ability of applications to manage, process and condense this information becomes increasingly important.
The newest area of customer service revolves around data collection and analysis. CRM products that offer marketing automation and management can be seen as providing two major functions: campaign management and demographics analysis. The data generated by customers is fed into marketing, sales and customer service applications to better sell, serve and retain customers.
To read this factfile in full please download the attached pdf (scroll down to the bottom of the page).
For a full 122 page report on CRM please see Customer Relationship Management, Volume 1.