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.
Coventry (/ˈkɒvəntri/ (About this soundlisten) KOV-ən-tree or /ˈkʌv-/ KUV-) is a city, administrative centre and metropolitan borough in England and the United Kingdom. It is built on the River Sherbourne, which remains largely hidden by infrastructure, although it can be seen by the canal. Coventry has been a large settlement for centuries, although it was not founded and given its city status until the Middle Ages; since then it has been one of the most important and largest cities of the country. The conurbation consists of the Coventry and Bedworth Urban Area, being the 20th largest in the country; the city is governed by Coventry City Council.
Historically part of Warwickshire, at the 2011 census Coventry had a population of 316,915, making it the 9th largest city in England and the 11th largest in the United Kingdom. It is the second largest city in the West Midlands region, after Birmingham, and is separated from the West Midlands conurbation by the Meriden Gap.
Coventry is 19 miles (31 km) east-southeast of Birmingham, 25 miles (40 km) southwest of Leicester, 11 miles (18 km) north of Warwick and 94 miles (151 km) northwest of London. Coventry is also the most central city in England, being only 12 miles (18 km) south-southwest of the country's geographical centre in Leicestershire; it is located in the West Midlands.
The current Coventry Cathedral was built after most of the 14th century cathedral church of Saint Michael was destroyed by the Luftwaffe in the Coventry Blitz of 14 November 1940. Coventry motor companies have contributed significantly to the British motor industry. The city has three universities, Coventry University in the city centre, the University of Warwick on the southern outskirts and the smaller private Arden University, with its headquarters close to Coventry Airport.
On 7 December 2017, the city won the title of UK City of Culture 2021, after beating Paisley, Stoke-on-Trent, Swansea and Sunderland to the title. It will be the third title holder of the quadrennial award which began in 2013. In July 2020 it was announced that the City of Culture festivities would not commence until May 2021 and conclude in May 2022 due to preparational and infrastructural delays caused by the COVID-19 pandemic. Following this Coventry City of Culture Trust released a manifesto film, celebrating the city of Coventry and announcing the brand for Coventry UK City of Culture 2021, 'Coventry Moves'.