Abstract:

The essence of analytical CRM consists in learning from past customer interactions to improve future actions. The data that is collected can be later analysed to illustrate all important aspects of the customer interaction process. In the past, most CRM projects restricted the collected data to company internal process (transactional) data. The author stresses that internal data alone does not cover all important aspects of the customer interaction and further demonstrates that major information dimensions must be covered by other data sources, mainly by market research.Three different practical ways to combine (anonymous) market research data with (personalized) internal data are reviewed, respecting the restrictions of privacy protection and ESOMAR guidelines.