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Customer Relationship Management: The Bottom Line to Optimizing Your ROI by Dr. Natalie L. Petouhoff, Dr. Jon Anton

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Focus on Analytics

The following case studies in Chapters 8, 9 and 10 are directly from customers who used analytics to measure customer service satisfaction. From the examples, you will be able to see the needs and requirements the customers are pushing for and the functions and benefits they want.

Analysis vs. Reporting

While many CRM technologies claim that they provide business analytics, in fact, they are merely providing simple metrics reporting. The trouble is, stark data points don't provide enough meaningful context or rich, textured knowledge that can be effectively leveraged by sales, marketing, and service channels to measure results and target appropriate changes to key business processes.

Straight Reporting Means Dumb Data Points ...

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