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Module 5
Types of CRM
Types of CRM Dominant Characteristic
Strategic Strategic CRM is a core customer centric business strategy
that aims at winning and keeping profitable customers
Operational Operational CRM focuses on the automation of customer
facing processes to facilitate like selling, marketing and
customer service
Analytical Analytical CRM focuses on intelligent mining of customer
related data for strategic and tactical purposes
Collaborative Collaborative CRM applies technology across organizational
boundaries with a view to optimizing company, partner and
customer value
Gathering Customer Information
Sources Data Gathered
Direct Sales Interactions 60%
Email 50%
Call Centre interactions 43%
Web site visits 40%
Focus Groups 28%
Interviews 28%
Events /Trade Shows 27%
• For eg A home office worker would buy similar products e.g PC,
printer, toner, office supplies, wastepaper basket and coffee
Data Mining in CRM
• Uses different types of algorithms, regression models – specialist
creations
• Types of Data Mining
1. Prediction – Based on historical purchase data and a predictive
model – what is likely to be the next purchase
2. Sequence – Combines activities that occur in a particular order –
service calls made after the purchase of a product
3. Association – Detects groups of similar events – applied to market
basket analysis
Data Mining
Created and often done by specialists and used by decision makers
• Understanding the customer lifetime value
• Understanding patterns of behavior
• Avoiding high risk prospects
• Ability to look at alternate pricing plans
• Testing new campaigns
• Doing what-if analysis
Clickstream Analysis
• Clickstream – how a user arrived at the site, how long he stayed, what
he did during the visit – did he buy or not - and when he returned
• Stored in a data webhouse – growing with e-commerce activities
• Understand website stickiness
• Understand why he might leave prematurely
• Why carts have been abandoned
• What are other products that can be considered
• How to lure a customer back eg - glasses