Making the Most of Customers

Peter Dorrington

Discusses `analytical customer relationship management' (aCRM). CRM requires a total view of customers, but the data needed to support this is often unavailable or scattered over many computer sites and systems (reasons discussed).

Making the Most of Customers

CRM can be a useful tool only if data on customers are managed and interpreted effectively enter analytical CRM (aCRM)

Peter DorringtonSAS UK

 

When some organisations spend millions on developing Enterprise Resource Management (ERM) systems to shave a few percentage points off costs, and this only to allow them to compete on a level playing field, where do they go next? As more and more organisations are discovering, the ability to find more customers, hold on to them longer and extract more money from them while they are customers, offers the potential...

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