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]
Ipswich (/ˈɪpswɪtʃ/ (About this soundlisten)) is a historic county town in Suffolk, England. The town is located in East Anglia about 10 miles away from the mouth of the River Orwell and the North Sea. Ipswich is both on the Great Eastern Main Line railway and the A12 road, it is 66 miles (106 km) north-east of London, 54 miles (89 km) east-southeast of Cambridge, and 45 miles (72 km) south of Norwich. Ipswich is surrounded by two Areas of Outstanding Natural Beauty (AONB); Suffolk Coast and Heaths and Dedham Vale.
Ipswich's modern name is derived from the medieval name Gippeswic, likely taken either from an Old Saxon personal name or from an earlier name given to the Orwell Estuary (although unrelated to the name of the River Gipping).[1][2] It has also been known as Gyppewicus and Yppswyche.[3] The town has been continuously occupied since the Saxon period,[3] and is contested to be one of the oldest towns in the United Kingdom.[4] Ipswich was a settlement of great economic importance to England throughout its history, particularly in trade.[5] The town's historical dock, present-day Ipswich Waterfront, was known as the largest and most important dock in the kingdom.[5][6]
Ipswich is a non-metropolitan district and is a large settlement despite its town status. The urban development of Ipswich overspills the borough boundaries significantly, with 75% of the town's population living within the borough at the time of the 2011 Census, when it was the fourth-largest urban area in the United Kingdom's East of England region, and the 42nd-largest urban area in England and Wales.[7] In 2011, the town of Ipswich was found to have a population of 133,384,[8][9] while the Ipswich built-up area is estimated to have a population of approximately 180,000 in 2011.[7]
The town is split into various quarters, with central and the waterfront drawing the most footfall.[10] Central is home to the town's retail shopping and the historical town square, the Cornhill. The waterfront is located south of the town centre on the bend of the River Orwell and is a picturesque setting housing the town's impressive marina. The waterfront was historically an industrial port but has since been transformed into a trendy area lined with high-rise apartment buildings, restaurants, bars and cafés. The waterfront is also home to one of the UK's newest universities, the University of Suffolk, which was formed in 2016.[11]
Ipswich has become a tourist hotspot in the UK with 3.5 million people reported to have visited the county town in 2016.[12] In 2020, Ipswich was ranked as an emerging global tourist destination by TripAdvisor.[13] Ipswich was voted as the 7th most desirable place to live and work in England by the Royal Mail in 2017.[14] In 2007, Ipswich was awarded the cleanest town award,[15] and in 2015, Ipswich was rated as the third happiest place to live in the UK.[16]
