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Analytical CRM comprises the analysis and systematic evaluation of customer data using business intelligence functions. The aim is to filter out the key facts from gathered information and gain customer knowledge. Analytical CRM allows customer satisfaction to be measured, for example, or trends among customers to move to other suppliers to be detected. Knowledge of customers' behavior can also be used specifically for communication and addressing customers in operational CRM, such as in campaign management.
Example: Customers' buying behavior is analyzed in analytical CRM. This analysis reveals which customers have not bought anything for a considerable length of time. A mailshot campaign, guided by operational CRM, will address this target group directly and encourage it to purchase various products.