Jobs
Customer Relationship Management (CRM)
Strategic
Strategic CRM concentrates upon the development of a customer-centric business culture.[18]
The focus of a business on being customer-centric (in design and implementation of their CRM strategy) will translate into an improved CLV.[19]
Operational
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.[20]
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.[21] 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.[21][22]
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.[23]
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.[20]
Analytical
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.[24] 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.[20] 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.[25]
Collaborative
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.[26]
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.[27] As of February 2017 there were about twenty companies selling such systems and revenue for them was around US$300 million.[27]
Greater Manchester is a metropolitan county and combined authority area in North West England, with a population of 2.8 million;[2] comprising ten metropolitan boroughs: Bolton, Bury, Oldham, Rochdale, Stockport, Tameside, Trafford, Wigan, and the cities of Manchester and Salford. Greater Manchester was created on 1 April 1974, as a result of the Local Government Act 1972, and designated a functional city region on 1 April 2011. Greater Manchester is formed of parts of the historic counties of Lancashire, Cheshire and the West Riding of Yorkshire.
Greater Manchester spans 493 square miles (1,277 km2),[3] which roughly covers the territory of the Greater Manchester Built-up Area, the second most populous urban area in the UK. Though geographically landlocked, it is connected to the sea by the Manchester Ship Canal which is still open to shipping in Salford and Trafford. Greater Manchester borders the ceremonial counties of Cheshire (to the south-west and south), Derbyshire (to the south-east), West Yorkshire (to the north-east), Lancashire (to the north) and Merseyside (to the west). There is a mix of high-density urban areas, suburbs, semi-rural and rural locations in Greater Manchester, but land use is mostly urban—the product of concentric urbanisation and industrialisation which occurred mostly during the 19th century when the region flourished as the global centre of the cotton industry. It has a focused central business district, formed by Manchester city centre and the adjoining parts of Salford and Trafford, but Greater Manchester is also a polycentric county with ten metropolitan districts, each of which has at least one major town centre and outlying suburbs.
Greater Manchester is governed by the Greater Manchester Combined Authority (GMCA), which consists of political leaders from each of the ten metropolitan borough councils, plus a directly elected mayor, with responsibility for economic development, regeneration and transport. Andy Burnham is the inaugural Mayor of Greater Manchester, elected in 2017. For the 12 years following 1974, the county had a two-tier system of local government; district councils shared power with the Greater Manchester County Council. The county council was abolished in 1986 and so its districts (the metropolitan boroughs) effectively became unitary authority areas. However, the metropolitan county continued to exist in law and as a geographic frame of reference,[4] and as a ceremonial county, with a Lord Lieutenant and a High Sheriff. Several county-wide services were co-ordinated through the Association of Greater Manchester Authorities between 1985 and 2011.
Before the creation of the metropolitan county, the name SELNEC was used for the area, from the initials of "South East Lancashire North East Cheshire". Greater Manchester is an amalgamation of 70 former local government districts from the former administrative counties of Lancashire, Cheshire, the West Riding of Yorkshire and eight independent county boroughs.[5] Since deindustrialisation in the mid-20th century, Greater Manchester has emerged as a major centre for services, media and digital industries, and is renowned for guitar and dance music and its association football teams.[6]
