Cookies help us display personalized product recommendations and ensure you have great shopping experience.

By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData CollectiveSmartData Collective
  • Analytics
    AnalyticsShow More
    sales and data analytics
    How Data Analytics Improves Lead Management and Sales Results
    9 Min Read
    data analytics and truck accident claims
    How Data Analytics Reduces Truck Accidents and Speeds Up Claims
    7 Min Read
    predictive analytics for interior designers
    Interior Designers Boost Profits with Predictive Analytics
    8 Min Read
    image fx (67)
    Improving LinkedIn Ad Strategies with Data Analytics
    9 Min Read
    big data and remote work
    Data Helps Speech-Language Pathologists Deliver Better Results
    6 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-25 SmartData Collective. All Rights Reserved.
Reading: Decision Mangement is where CRM goes next
Share
Notification
Font ResizerAa
SmartData CollectiveSmartData Collective
Font ResizerAa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Business Intelligence > CRM > Decision Mangement is where CRM goes next
Business IntelligenceCRMData MiningPredictive Analytics

Decision Mangement is where CRM goes next

JamesTaylor
JamesTaylor
4 Min Read
SHARE

Copyright © 2009 James Taylor. Visit the original article at Decision Mangement is where CRM goes next.Elana Anderson, now at Unica, wrote a nice piece titled Where CRM Goes Next for Baseline Magazine. In a short piece she highlights some of the key challenges for CRM/Marketing going foward:

It must become more focused on interactive marketing, […]


Copyright © 2009 James Taylor. Visit the original article at Decision Mangement is where CRM goes next.

Elana Anderson, now at Unica, wrote a nice piece titled Where CRM Goes Next for Baseline Magazine. In a short piece she highlights some of the key challenges for CRM/Marketing going foward:

More Read

cloud solutions
Evaluating Cloud Solutions: How to Create the Right Team for the Job
Artificial Intelligence is Essential to the Future of Cryopreservation
The Confusing World of Social Business
Tesco is aiming to reduce its fuel consumption for home…
Decision engines in financial services
  • It must become more focused on interactive marketing, engaging with customers
  • It must break free from old habits like fixed campaign schedules and a focus only on outbound marketing
  • It must focus on the multi-channel world that is a reality for most companies today

But, to my mind, the most important point she makes is this one:

Customer decision making will be centralized to drive the dialogue. Imagine a conversation in which one party can’t hear or understand what the other is saying. In many respects, this is the kind of conversation most companies have with their customers. The shift from shouting to collaboration and interactive marketing requires marketers to establish a centralized decision-making capability that facilitates dialogue across outbound and inbound, and online and offline marketing channels.

Why do I think this is the most important? Well if you are going to engage with customers across inbound and outbound channels, and across multiple inbound and outbound channels, then you need to do so consistently and analytically. Building this kind of capability into each channel separately not only costs more and makes it harder to leverage analytic insight, it also invites inconsistency. If you are going to replace large, fixed campaigns with something more interactive then you are going to have to automate the decisions about offer, message etc so that they can be delivered quickly and effectively in your new marketing mix – it will no longer be reasonable to sit and plan each one manually like it was for your monthly outbound newsletter or mailing. Without this centralized decision making the rest is simply not possible.

What’s more, a centralized decisioning capability can be used to ensure that marketing is part of every conversation with a customer – support calls, invoicing, statements (transpromotional marketing as it is called) and so on. A centralized decisioning capability also allows non-marketing information to be brought to bear on the problem through a single decisioning hub. This is why Enterprise is the first word of EDM – not because you must do everything enterprise-wide but because you must treat decisions about customers as enterprise decisions. As I like to say:

Customers respond to your decisions like they were deliberate and personal.
Perhaps you should ensure they are.

For more on this, check out this post on managing the multi-channel customer experience and this one on extreme personalization. You can also check out the Marketing and Customer Experience categories.


Link to original post

Share This Article
Facebook Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

sales and data analytics
How Data Analytics Improves Lead Management and Sales Results
Analytics Big Data Exclusive
ai in marketing
How AI and Smart Platforms Improve Email Marketing
Artificial Intelligence Exclusive Marketing
AI Document Verification for Legal Firms: Importance & Top Tools
AI Document Verification for Legal Firms: Importance & Top Tools
Artificial Intelligence Exclusive
AI supply chain
AI Tools Are Strengthening Global Supply Chains
Artificial Intelligence Exclusive

Stay Connected

1.2kFollowersLike
33.7kFollowersFollow
222FollowersPin

You Might also Like

Designing performance measurements to identify and reduce warranty waste

5 Min Read
Image
Data MiningData QualityData Visualization

SDC @ Strata – Impressions from the floor

3 Min Read

Tipping Points

6 Min Read
big data analytics
AnalyticsExclusiveMarketingNewsPredictive Analytics

How to Use Analytics for Effective Content Marketing

6 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

AI and chatbots
Chatbots and SEO: How Can Chatbots Improve Your SEO Ranking?
Artificial Intelligence Chatbots Exclusive
ai is improving the safety of cars
From Bolts to Bots: How AI Is Fortifying the Automotive Industry
Artificial Intelligence

Quick Link

  • About
  • Contact
  • Privacy
Follow US
© 2008-25 SmartData Collective. All Rights Reserved.
Go to mobile version
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?