Call Center Operation

6.6 Applying the CRM strategy 225

Chapter 6

6.6 Applying the CRM strategy

The goal of CRM is to evolve from a marketing model that was based on a

product-centric marketing structure to one based on dealing with each cus-

tomer as if that customer were the only customer. Managing customer rela-

tionships successfully means learning about the habits and needs of

customers, anticipating future buying patterns, and finding new opportuni-

ties to add value to the relationship.

Customer behavior patterns

In the financial sector, for example, banks—early beneficiaries of successful

CRM strategies—are using data warehousing and data mining technologies

to learn ...