By Federico Rajola
Companies and monetary associations are applying operational details structures in an effective approach. whereas they've got consolidated a robust point of data in administration info platforms, there's nonetheless a scarcity of information at the correct option to practice patron dating administration (CRM) platforms below a company viewpoint. many of the businesses are nonetheless having difficulties in comparing how CRM can meet with the predicted effects. the extent of complexity is perceived either less than a technological and organizational standpoint. a whole innovation technique and heavy swap administration projects could be ensured to be able to have potent and profitable structures. This booklet bargains a superb theoretical and functional viewpoint on how you can face CRM initiatives, describing the main acceptable applied sciences and organizational concerns that experience to be thought of. a few explaining instances were integrated as well.
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Extra info for Customer Relationship Management: Organizational and Technological Perspectives
G. for customer type, activity, geographical area. 5. ). 36 CRM Project Organization in the Financial Industry 6. Events and campaign management, • Selection of a class of customers and association of this class with a campaign/event, • Definition of follow-ups for each campaign, • Feedback and campaign results, • Tracking of activities. 7. g. from Internet), • Loading into the CRM system for assignment of campaigns or activities. 8. ), • Statistics, analyses, graphs and simulations. 9. ), • Creation of personalized views (templates).
To achieve such goals it is necessary to design new processes and to create systems based on state-of-the-art, integrated, technologies, so as to give new and consistent support to customer interaction through all the bank's communication channels (Brown, 2000). CRM projects last several years and can be divided into a number of separate yet coordinated initiatives, based on a consistent design concerning customer-centred processes, communication channels, and all the company's organizational units.
Data are shown as an n-dimensional cube (hypercube), from which the information desired is extracted. OLAP's main feature is the ability to reach the desired information through subsequent approximations, with no need to express accurate hypotheses a priori. The cube or, generally speaking, the multidimensional scheme, allows the user to consult the data from different perspectives at the same time, without having to specifY the angle or the exact level of detail in advance. The data can then be aggregated or separated at any level.