Analytical CRM

Gerda Jung, Joachim Herbert, Michael Haft and Reimar Hofmann

This paper describes a new approach for analysing customer behaviour from data collected in customer relationship management systems.

Analytical CRM

From statistical customer models to personalized services

Reimar HofmannSiemens AGMichael HaftSiemens AGJoachim HerbertIDG Interactive andGerda JungGMS Consult

INTRODUCTION

Customer Relationship Management (CRM) has become mandatory for large and medium scale enterprises. Many companies have already made significant investments to collect data in a customer-centric way such that all information regarding a customer is accessible in one place independent of channel (visit, telephone, web, etc.), action (buy, complaint, information gathering, etc.), department or region. This customer-centric organization of data is mostly exploited in sales and services where it allows the agent...

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