Drill to kill : the analytical CRM
Here’s to happily read EoZen’s latest column on BI & MARKETING, SALES, by Stéphane Clerjaud, head of the CRM department.
INCREASED RELEVANCE = GREATER RESPONSIVENESS
All modern CRM tools have first-rate indicators and reports. Though they let users analyse large masses such as sales, backlogs and objectives, they principally focus on commercial performance. If one wants to take the analysis to another level, to have improved dashboards, carry out multidimensional analyses integrating cross-referenced data on customers, geographical areas, and increase data precision to product or order level, it becomes essential to connect the CRM tool to an external Business Intelligence analysis system.
The central challenge of analytical CRM is therefore to have a tool enabling the multidimensional aggregation of data centralised and structured around the customer with the aim of processing this data to increase sales force performance and to better tailor strategic management to each customer in real-time.
In brief, increased performance for the sales teams and in their daily sales work.
Let’s take the sales business, for instance. Whereas a traditional CRM system lets sellers prepare their visits, prospect, monitor opportunities and the sales cycles of their commercial proposals, analytical CRM will extend the features and cover the need to answer their customers’ questions in the field, but also their professional requirements, such as organising their work in order to increase sales performance and achieve (exceed !) their objectives.
How am I doing on my objectives ? Who are my customers ? What do they need ? Business Intelligence CRM lets users fine-tune the 360° view of each customer’s history and their potential needs based on this experience. Sales reps have documents containing all the necessary and relevant information on their customers, purchasing behaviours, increases / decreases in orders of certain items, comparisons with the previous and upcoming year, etc.
With BI, sellers can drill down to a very great level of detail and can do everything via a single interface :
- customer value monitoring (cross-referencing of quantitative and qualitative data)
- customer segmentation
- cross-selling and up-selling
- opportunity analysis
- analysis of the quality of the service rendered to the customer
- marketing campaign impact measurement
- listening to and analysing customers on social networks
- detecting and analysing epidemics
The tool also lets managers monitor strategy and sales business.
The analytical features presented in the form of dynamic, interactive reports, graphs and tables let you simplify specific situations such as predictive analyses, budgeting and planning.
SPEED, RESPONSIVENESS, RELEVANCE
Speed, responsiveness, relevance. Three words to describe the metamorphosis of your BI-enriched CRM
The current developments and trends in BI are clearly good for CRM. The exhaustiveness of information with Big Data and the absolute speed provided by real-time systems make information ever-more relevant and simulations more accurate. Speed, responsiveness, pertinence. Three words to describe the metamorphosis of your BI-enriched CRM, which is now an essential tool in every CRM tool to be effective on a daily basis.
Stéphane Clerjaud – CRM Director, EoZen