PRIMERAS REFERENCIAS DEL CONCEPTO DE PSICOPATÍA

The best intentioned companies often slip up when it comes to providing data warehousing and the accompanying business intelligence capabilities to their business users. On the one hand, the IT department understands that data can not be divorced from CRM and that the corporate data warehouse is the ideal CRM source system. On the other hand, the business community is pushing for a quick win and doesn’t care where the data comes from as long as they get it fast. The business begins using its CRM application without a vision for how to drive ongoing business process improvements.

IT scrambles to provide enterprise data to the CRM application without understanding which data will support the actions and business processes the business wants to improve.

The businesspeople keep asking when it will all be finished.

So begins the slippery slope of the CRM point solution. As the data warehousing community saw with its stovepipe data marts that effectively served organizational needs but were tough to link together, stovepipe CRM systems represents the burgeoning for many companies even those with robust, enterprise wide data infrastructure.

Data warehouses provide a rich source of analysis for a range of topics:

• Customer focused data

• product defect data

• welfare claims

• criminal records

• human gene sequences

Perhaps the most challenging problems posed by stovepipe CRM environments is that they prevent the company from knowing certain potentially critical facts. From the disconnected environments, it is clear that some important business questions cannot be easily answered.

• A CSR scheduling a follow-up communication with a customer cannot discern that the customer’s value score to determine the level of service that should be provided

• A segment manager cannot track a customer’s complaint history before trying to cross-sell a product

• The campaign staff in marketing doesn’t want to solicit customers who are late paying their bills.

• An account representative has no idea whether a key business customer has responded to certain key promotion

• A CSR cannot see the full list of products a customer might have so she can determine whether a give trouble ticket applies to more than one.

• A customer support analyst tries in vain to measure complaint history against sales revenue for a given product

• A marketing data analyst lacks the data necessary to understand the role of the company’s key sales contact for customers in the segment with the highest sales revenues.

• A customer support executives cannot obtain a regular report on average customer satisfaction survey scores for each customer segment.

The customer information that can provide answers to these and other business questions can drive key decisions about:

• Customer treatment

• Sales techniques

• Upcoming promotion strategies etc

By integrating operational CRM data with information from around the enterprise, companies can begin performing analytical CRM and with it make truly customer centric business decisions.

The practice of data analysis predates even databases and transcends data warehousing and CRM.

Many CRM vendors have incorporated analysis into their products thereby offering the ability not only to perform key CRM business processes but also to apply business intelligence to these CRM functions to make them more accurate and more valuable.

With analytical CRM, users can predictive modeling into its toolset

• To provide a list of customers most likely to respond to a given marketing campaign

• Purchase pattern recognition into their offerings

• Enables marketing and sales staff to compare customers with like behaviors so that they can position new products to an optimal audience

• Organization can maintain a progressive relationship with a customer

• Able to track a range of customer actions and events over time

• Provides 360 degree view which emphasizes communicating with customer across channels based on the optimization of relevant and two-way personalized interactions through a new marketing campaign or from a caller’s complaint history.

• Offers the ability to transcend more broad-brush customer segmentation and deploy customer communication that are truly one to one

With both operational and analytical CRM capabilities organizations are changing business strategies to:

1. Reward customers with personalized discounts and perks for using lower cost channels

2. Proactively offer products and services that fit a given customer’s needs based on what the customer has already purchased

3. Increase purchase rates by dynamically personalizing content based on the Web visitor’s profile

4. Adjust per customer marketing expenditures based on life time value scores 5. Analyze combinations of touchpoints across channels to predict customers’s

next likely purchase.

6. Relate high web traffic to individual visitors and customer segments to better understand Web use and improve web design

7. Tailor commissions and incentive programs for sales partners based on the value of the customers they bring

8. Prevent a customer from churning by offering incentives based on individual preferences

9. Provide customers in the highest value tier with personal representatives who understand their history and preferences.

Prospect qualification Churn analysis and prediction

Propensity to buy modeling

Customer value

measurement Risk scoring

With seamless user interface, CRM users cannot only share data but can actually run the CRM modules. A marketing person can look at customer’s contact data through the same application used by the sales force. Likewise analysts within the company can access a centralized CRM portal to view a range of customer related data without having to change application tools.

New eCRM product provides a central portal through which marketers can create and view customer segments, monitor campaigns in real time and generate a variety of customer reports. These are also called as business intelligence software, which combines powerful analytical capabilities to interrelate CRM functions such as Web traffic analysis and marketing campaign.