Customer Relationship Management (CRM)
Strategic CRM concentrates upon the development of a customer-centric business culture.
The focus of a business on being customer-centric (in design and implementation of their CRM strategy) will translate into an improved CLV.
The primary goal of CRM systems is integration and automation of sales, marketing, and customer support. Therefore, these systems typically have a dashboard that gives an overall view of the three functions on a single customer view, a single page for each customer that a company may have. The dashboard may provide client information, past sales, previous marketing efforts, and more, summarizing all of the relationships between the customer and the firm. Operational CRM is made up of 3 main components: sales force automation, marketing automation, and service automation.
Sales force automation works with all stages in the sales cycle, from initially entering contact information to converting a prospective client into an actual client. It implements sales promotion analysis, automates the tracking of a client's account history for repeated sales or future sales and coordinates sales, marketing, call centers, and retail outlets. It prevents duplicate efforts between a salesperson and a customer and also automatically tracks all contacts and follow-ups between both parties.
Marketing automation focuses on easing the overall marketing process to make it more effective and efficient. CRM tools with marketing automation capabilities can automate repeated tasks, for example, sending out automated marketing emails at certain times to customers, or posting marketing information on social media. The goal with marketing automation is to turn a sales lead into a full customer. CRM systems today also work on customer engagement through social media.
Service automation is the part of the CRM system that focuses on direct customer service technology. Through service automation, customers are supported through multiple channels such as phone, email, knowledge bases, ticketing portals, FAQs, and more.
The role of analytical CRM systems is to analyze customer data collected through multiple sources and present it so that business managers can make more informed decisions. Analytical CRM systems use techniques such as data mining, correlation, and pattern recognition to analyze the customer data. These analytics help improve customer service by finding small problems which can be solved, perhaps by marketing to different parts of a consumer audience differently. For example, through the analysis of a customer base's buying behavior, a company might see that this customer base has not been buying a lot of products recently. After scanning through this data, the company might think to market to this subset of consumers differently, to best communicate how this company's products might benefit this group specifically.
The third primary aim of CRM systems is to incorporate external stakeholders such as suppliers, vendors, and distributors, and share customer information across groups/departments and organizations. For example, feedback can be collected from technical support calls, which could help provide direction for marketing products and services to that particular customer in the future.
Customer data platform
Main article: Customer data platform
A customer data platform (CDP) is a computer system used by marketing departments that assembles data about individual people from various sources into one database, with which other software systems can interact. As of February 2017 there were about twenty companies selling such systems and revenue for them was around US$300 million.
The origins of the city date back to the founding of a monastic establishment on the site of Bangor Cathedral by the Celtic saint Deiniol in the early 6th century AD. 'Bangor' itself is an old Welsh word for a wattled enclosure, such as the one that originally surrounded the cathedral site. The present cathedral is a somewhat more recent building and has been extensively modified throughout the centuries. While the building itself is not the oldest, and certainly not the biggest, the bishopric of Bangor is one of the oldest in the UK.
In 973, Iago, ruler of the Kingdom of Gwynedd, was usurped by Hywel, and requested help from Edgar, King of England, to restore his position. Edgar, with an army went to Bangor, and encouraged both Iago and Hywel to share the leadership of the realm. Asserting overall control however, Edgar confirmed liberties and endowments of the Bishop of Bangor, granting land and gifts. From 1284 until the 15th century, Bangor bishops were granted several charters permitting them to hold fairs and govern the settlement, later ones also confirming them as Lord of the Manor.
Bangor remained a small settlement until the start of the 18th century, when a political desire to enhance communications between England and Ireland via the London-Holyhead-Dublin corridor saw it designated as a post town in 1718. Growth was spurred by slate mining at nearby Bethesda, beginning in the 1770s by Richard Pennant, becoming one of the largest slate quarries in the world. The route between London and Holyhead was much improved by Thomas Telford building the A5 road, which runs through the centre of the city and over the Menai Suspension Bridge which was also completed by him in 1826. Bangor railway station opened in 1848.
A parliamentary borough was created in 1832 for Bangor, becoming a contributing Caernarfon out borough as its status grew due to further industry such as shipbuilding as well as travel, not just from Telford's road, but through tourism mainly from Liverpool via steamboat. It was also an ancient borough from earlier privileges granted to Bangor in medieval times, but an 1835 government report investigating municipal corporations concluded that this status was defunct and in name only. The borough was reformed in 1883 into a municipal borough.
Friars School was founded as a free grammar school in 1557, and the University College of North Wales (later Bangor University) was founded in 1884. In 1877, the former HMS Clio became a school ship, moored on the Menai Strait at Bangor, and had 260 pupils. Closed after the end of hostilities of World War I, she was sold for scrap and broken up in 1919.
In World War II, parts of the BBC evacuated to Bangor during the worst of the Blitz. The BBC continue to maintain facilities in the city (see Media).
In 2012, Bangor was the first ever city in the UK to impose, throughout its city centre, a night-time curfew on under-16s. The six-month trial was brought in by Gwynedd Council and North Wales police, but opposed by civil rights groups.
In 2021, Owen Hurcum was unanimously elected as mayor, making history as the youngest-ever mayor in Wales at 22, as well as the first ever non-binary mayor of any UK city.