Data warehousing and BI drive CRM

The greatest market potential lies not in innovating new product or spreading the wings to new market neither in best use of marketing strategy. It lies very close home..

Yes it lies in the existing customers and how you leverage that potential makes all the difference.

Hence we see the need why companies are keen in developing a great customer relationship management strategies and programs.

ROLE OF DATA WAREHOUSING IN CUSTOMER RELATIONSHIP MANAGEMENT

The process of undertaking a CRM initiative is not that easy. It deals with delivering the the right offer to the right customer through the right touch point or channel. Understandig the customer preference and tastes are very important for this to happen.

Creating actionable information is a himaliyan task indeed... This is where data warehousing and business intelligence tools come in.

CUSTOMER INTELLIGENCE CYCLE

This comprises of four stages namely

• CAPTURE: Extraction of customer information

• ANALYSIS: Analysis of customer behavior and preferences based on the data captured.

• PLAN : Leveraging the knowledge gained through analysis and create rules. These rules are used in giving the right customer the right offer.

• INTERACT: Executing the rules in the plan at various touch points and channels.

Hence the BI and DW tools are used in the various phases of the customer intelligence life cycle and help in making a very good and compact CUSTOMER RELATIONSHIP MANAGEMENT program and strategy.