分析型CRM精要说明

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Introduction to Analytical CRM

In the modern business world, customer focus is increasingly important. The unit of business activity has become the customer relationship as a whole, rather than the
individual sale. The concept of customer relationship management arises from the fact
that to be successful, businesses must manage not only the processes of production and
distribution but also the customer relationships themselves.
Customer relationship management (CRM) has two components--an operational
component and an analytical one.

Operational CRM ensures that the operational aspects of the business treat the customer relationship as a unit--for example, by making all of the information
about interactions with a particular customer available at every customer touchpoint.

Analytical CRM provides a greater understanding of customers, both individually and as a group, allowing the business to meet the needs of the customer at all levels,
from individual transactions to overall strategy.
Data mining is at the heart of analytical CRM because it is used to uncover the hidden
meaning in customer interactions, allowing businesses to understand their customers and predict what they will do.

Life Cycle Model for CRM
To understand how CRM benefits a business, take a closer look at the nature of the customer relationship. A customer relationship is like a story with a beginning, a middle, and an end. At each point in the story, or "customer life cycle," CRM can focus on a particular goal:

At the beginning, to attract more and more-profitable customers.

In the middle, to maximize the value of each customer to the business.

At the end, to delay or reduce the loss of valuable customers.
These goals are summarized in the following graph:

Why Analytical CRM?

Data mining for CRM, also known as analytical CRM, can assist a business in achieving all of the benefits discussed in this guide--better customer acquisition, better cross-selling, and better customer retention. Specifically, analytical CRM can help
your business in the following ways:

Improved customer acquisition through an increased understanding of customer segments and value. Specific segments, sometimes of a particularly high value, can
be targeted in campaigns.

Improved cross-selling through a better understanding of customer segments and their relationship to product purchase. Knowledge of customers allows you to understand what they are likely to buy.

Improved customer retention by understanding when and why customers are likely to leave the customer base, enabling you to take remedial action where appropriate.