CRM needs realtime information

Realtime information is critical to the success of customer relationship management (CRM) analytics processes, according to IDC.

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By  Neil Denslow Published  July 8, 2002

Realtime information is critical to the success of customer relationship management (CRM) analytics processes, according to IDC. The analyst house recommends that companies investigate where realtime makes the greatest difference in both their CRM analytics and their overall CRM cycle.

“CRM analytics coat the CRM process as nerves coat a body for the sense of touch,” says Bob Blumstein, director of research for IDC’s CRM Analytics and Marketing Applications research.

“Successful CRM companies should concentrate not only on minimizing clock time but also on the more elastic, perceived delays that lower the chance of successful CRM analytics usage,” he adds.

IDC describes a CRM analytic application as a software product that demonstrates business process support and the separation of function. It must also use time-oriented, integrated data from multiple sources. However, this requirement for time-orientation creates a major hurdle for realtime analytics because current information needs to be integrated with historical data.

The analyst house adds that as CRM analytics becomes increasing widespread within an organisation, they need to be continually reassessed to ensure user satisfaction. It suggest that companies reassess tracking, analysing, segmentation and modelling, policy hub and how to take action to improve the overall timing of users’ online interactions.

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