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]
Poole (/puːl/ (audio speaker iconlisten)) is a large coastal town and seaport in Dorset, on the south coast of England. The town is 21 miles (34 km) east of Dorchester and adjoins Bournemouth to the east. Since 1 April 2019, the local authority is Bournemouth, Christchurch and Poole Council which is a unitary authority. Poole had an estimated population of 151,500 (mid-2016 census estimates) making it the second-largest town in the ceremonial county of Dorset. Together with Bournemouth and Christchurch, the conurbation has a total population of nearly 400,000.
Human settlement in the area dates back to before the Iron Age. The earliest recorded use of the town's name was in the 12th century when the town began to emerge as an important port, prospering with the introduction of the wool trade. Later, the town had important trade links with North America and, at its peak during the 18th century, it was one of the busiest ports in Britain. In the Second World War, Poole was one of the main departing points for the Normandy landings.
Poole is a tourist resort, attracting visitors with its large natural harbour, history, the Lighthouse arts centre and Blue Flag beaches. The town has a commercial port with cross-Channel freight and passenger ferry services, which connect with the Channel Islands of Jersey and Guernsey, as well as the French port town of Saint-Malo, Brittany.
The headquarters of the Royal National Lifeboat Institution (RNLI) is in Poole, and the Royal Marines have a base in the town's harbour. Despite their names, Poole is the home of The Arts University Bournemouth, the Bournemouth Symphony Orchestra and a significant part of Bournemouth University.
