CRM Analytics? What Gets Measured Improves

Analytics: Not Just For Large Companies Anymore

Just the name sounds intimidating, expensive and like it's a strategy or series of tactics that belongs tucked away in a university somewhere. Don't let the name CRM analytics fool you: this is the most potent weapon you can have in your customer-facing strategies, and CRM itself is changing rapidly as a result of the huge strides being made in this area.

CRM Analytics is the process of collecting data from the many different customer touch points in your company and accurately presenting them in a graphical format for ease of understanding and use for planning strategies. There are too many graphical and analysis tools to mention here, but the bottom line is that for nearly any strategy you want to get started on you can measure its outcome using analytical tool.

At the heart of CRM analytics is the critical linking of all data sets, systems and processes that interact with your customers. In the CRM Software industry itself this is called "the single version of the truth"or the single set of data that captures every interaction with a customer for the benefit of anyone having to work with, serve, or sell to them in the future. In addition, aggregating all this data together makes for an excellent basis for defining future strategies based on previous customer interactions.

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