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.
Yorkshire (/ˈjɔːrkʃər, -ʃɪər/; abbreviated Yorks), formally known as the County of York, is a historic county of Northern England and the largest in the United Kingdom. Because of its great size in comparison with other English counties, functions have been undertaken over time by its subdivisions, which have also been subject to periodic reform. Throughout these changes, Yorkshire has continued to be recognised as a geographic territory and cultural region. The name is familiar and well understood across the United Kingdom and is in common use in the media and the military, and also features in the titles of current areas of civil administration such as North Yorkshire, South Yorkshire, West Yorkshire and the East Riding of Yorkshire.
Within the borders of the historic county of Yorkshire are large stretches of unspoiled countryside, particularly within the Yorkshire Dales, North York Moors and Peak District national parks. Yorkshire has been nicknamed "God's Own Country".
The emblem of Yorkshire is the White Rose of the English royal House of York, and the most commonly used flag representative of Yorkshire is the white rose on a blue field which, after nearly fifty years of use, was recognised by the Flag Institute on 29 July 2008. Yorkshire Day, held annually on 1 August, is a celebration of the general culture of Yorkshire, ranging from its history to its dialect.
Yorkshire is covered by different Government Office Regions. Most of the county falls within Yorkshire and the Humber while the extreme northern part of the county, such as Middlesbrough, Redcar, Holwick and Startforth, falls within North East England. Small areas in the west of the county are covered by the North West England region.