One of the CRM types amongst Analytical and Opertaional

1. Analytical CRM
By Dr Harleen Mahajan

2. Developing and Managing Customer related
databases
• Data that are for customers include the data about products and
solutions to service issues.
• These data are typically stored in searchable knowledge bases and
made available to customers themselves as well as company’s own
CRM users and business partners though portals and in other ways.
• Data about customers are not only available in corporate databases
maintained in functional areas such as marketing, sales, service ,
logistics and accounts but are also available from third parties such as
market research firms and credit scoring agencies.

3. Steps
1. Define the database functions
• To identify the customers to target for acquisition, retention and development.
• These data are organized into subsets reflecting these ooperational and
analytical puposes.
2. Define the information requirement
The people best placed to answer the question -which information is
needed? Are the ones who interact with customers for sale, marketing and
services purpose. Senior managers would be needing a complete set of different
information as compared to the junior managers.

4. 3. Identify the information sources
• Information can be sourced internally or externally.
• Internal data are the foundation of most CRM programs, though the amount of information
available about customers depends upon the degree of customer contact that the company
has. Some companies sell through partners, agents, distributors and may have a little
knowledge about the demand chain.
4. Select the database technology and operating system
The database technology and operating system decisions are usually subsumed into the
selection of CRM application software. CRM application vendors usually support a specified
list of database technologies like Oracle, MySQL and DB2.
The choice of hardware is influenced by
The size of the databases.
Existing technology
The number and location of users

5. 5. Populate the database
The main steps in ensuring that the database is populated with appropriately
accurate data are as follows:
• Verify the data
• Validate the data
• De duplicate the data
• Merge and purge the data from two or more sources
6. Maintain the database
Consider the statistics:
• 1 in 5 MD’s change in 5 years
• 5% postcodes change in a year
• 1.2 % population dies each year