If you’re like many companies that have invested in a Business Intelligence CRM initiative, you’ve integrated information, applications and services to drive customer-focused behaviors across the enterprise.

But if you’re among the 65% to 80% of companies who feel your Business Intelligence CRM investment hasn’t delivered on its promised potential, you’re likely missing a critical piece of the solution: a business intelligence CRM process that drives behavioral change.

Each day, business decisions increase in number and complexity. Customers demand higher levels of service while interacting with companies through multiple channels, posing technical and business challenges throughout the enterprise. As a result, analytics and business intelligence CRM play a pivotal role in a comprehensive CRM strategy.

Some companies think they have a business intelligence CRM strategy once they purchase an analytics or business intelligence CRM application. But there’s a flaw in that logic: applications are tools that can help execute a strategy — they’re not a strategy in and of themselves.

An often-overlooked component of Business Intelligence CRM is the process of applying lessons learned from customer information to enhance business and customer relationship behaviors. Even after purchasing Business Intelligence CRM software, it’s important that you invest both time and money in defining how the information will be used for business advantage.

Business intelligence CRM is a process — a process of leveraging customer information to enhance corporate behaviors and improve your relationship with current and target customers for enhanced profitability and competitive advantage.

Business Intelligence CRM Advantages

The discipline of Business Intelligence CRM addresses a broad range of functional activities from data mining and statistical analysis to predictive modeling and reporting. Within the context of CRM, business intelligence is the process of leveraging detailed customer-behavior information to best manage relationships for maximum customer satisfaction, loyalty, retention and profitability.

Across industries from retail sales to healthcare, companies focused on excellence in managing customer relationships have demonstrated the significant competitive advantage of leveraging business intelligence CRM solutions. Superior information combined with effective execution has enabled companies such as Lands’ End, Aetna U.S. Healthcare and USAA Insurance to create and maintain competitive advantage through an integrated strategy for business intelligence and CRM.

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