December 2022
Intermediate to advanced
452 pages
14h 39m
English
Content preview from Customer Relationship Management, 1st Edition by Pearson
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Part III
Analytical CRM
This section of the book focuses on analytical CRM which is that area of CRM that involves the expansion of customer knowledge and its application in customer contacts. An important foundation of analytical CRM is created by the relationship data. Making sure the proper data are recorded with the desired intrinsic quality makes it possible to implement the desired relationship policy. The relationship data are used in statistical and datamining analyses to make selections: who will and who will not be approached with a certain offer at a certain time? The selection analyses which lie at the foundation of the relationship policy (see Figure III.1) will be examined and include: segmentation analysis, cross-sell and retention ...
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