Database Reference
In-Depth Information
Operational CRM
Analytical CRM
Legacy
systems
ERP/ERM
SRM
Data
warehouse
Customer
service
Marketing
automation
Sales
automation
Customer
activity
data mart
Customer
data
mart
Product
data
mart
Mobile
sales
Field
service
Marketing
campaign
management
Telephone/
web
conference
IVR/CTI
ACD
E-mail
e-response
Direct
interaction
Collaborative CRM
Figure 2.3
types of CRM systems.
2.
Analytical CRM
: These applications support the
one-to-one
customized marketing programs.
These systems hold aggregated data where the unit of analysis is the campaign, market seg-
ment, key account, and market or product group. These applications provide support for the
strategic planning processes.
3.
Collaboration CRM
: These applications help in smoothing the dialogs with the customers.
These constitute the traditional and new groupware/web technologies to facilitate customer,
staff, and business partner communications, coordinations, and collaborations.
Figure 2.3
shows the relationships between the three categories of applications.
2.3.1 Closed-Loop CRM
Closed-loop CRM systems not only enable execution of customized marketing campaigns but
also measure their effectiveness, which in turn is used to improve their performance even further
(the next time around).
Closed-loop marketing consists of three basic steps that lead to an ever-improving marketing
performance: