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]
Hampshire (/ˈhæmpʃər/, /-ʃɪər/ (listen); abbreviated to Hants)[a] is a county in South East England on the coast of the English Channel, bordering Dorset to the south-west, Wiltshire to the north-west, Berkshire to the north, Surrey to the north-east and West Sussex to the south east. The county town is Winchester, but the county is named after Southampton. Its two largest cities are Southampton and Portsmouth which are administered separately as unitary authorities; the rest of the county is governed by a combination of the Hampshire County Council and non-metropolitan district councils.
First settled about 14,000 years ago, Hampshire's recorded history dates to Roman Britain, when its chief town was Winchester, then known as Venta Belgarum. The county was recorded in the 11th century Domesday Book, divided into 44 hundreds. From the 12th century, the ports grew in importance, fuelled by trade with the continent, wool and cloth manufacture, fishing and large shipbuilding industries. By the 16th century, the population of Southampton had outstripped that of Winchester. By the mid-19th century, the population was 219,210, double that at the beginning of the century, in more than 86,000 dwellings. Agriculture was the principal industry and 10 per cent of the county was still forest. Hampshire played a crucial military role in both World Wars. The borders of the ceremonial county were created by the Local Government Act 1972 (enacted 1974). Historically part of Hampshire, the Isle of Wight was made a separate ceremonial county and the towns of Bournemouth and Christchurch were administered as part of the ceremonial county of Dorset.
The geography of the county is varied, with upland rising to 286 m (938 ft) and mostly south-flowing rivers. There are areas of downland and marsh, and two national parks: the New Forest and part of the South Downs, which together cover 45 per cent of Hampshire.
Hampshire is one of the most affluent counties in the country, with an unemployment rate lower than the national average. Its economy mainly derives from major companies, maritime, agriculture and tourism. Tourist attractions include seaside resorts, national parks, the National Motor Museum and the Southampton Boat Show. The county is known as the home of writers Jane Austen and Charles Dickens. Hampshire is also the childhood home of Florence Nightingale and the birthplace of engineer Isambard Kingdom Brunel.
