The market for customer relationship management (CRM) software is complex. CRM analytical tools provide a common thread, because they are used across many of those applications and offer important measures of the effectiveness of customer-related initiatives. For example, analytics help determine whether an ad campaign is successful, and how satisfied customers are with products and services. Big Fish Games, which develops and distributes computer and online games, wanted a robust Web-based CRM system, and chose the RightNow CX customer experience suite. RightNow CX was designed from the start for customer interaction, rather than just improving internal efficiencies, according to Andrew Hull, director of product marketing at RightNow, and includes analytics as an integral part. Cosmetics retailer Sephora is using Medallia to identify ways of improving its client loyalty index. After implementing Medallia, Sephora increased its customer loyalty percentage and achieved a response rate for surveys that is top in the retail industry.
BY JUDITH LAMONT, KMWORLD SENIOR WRITER CRM analytics– an array of options he market for customer relationship man- zation wants to lower customer support costs,” provide continuous feedback and reports across T agement (CRM) software is complex. Gart- ner (gartner.com) has defined more than 80 types of CRM applications, and tracks more than says Kimberly Collins, managing VP at Gartner CRM, “minimizing the length of a call with the contact center might be a target. But if the objec- all the channels. One area of particular emphasis is customer support, whether the needs are administrative or 350 vendors in the space, according its report, The tive is to upsell or cross-sell to each customer, then technical in nature. A help button links to a screen Elusive CRM Magic Quadrant. Major categories identifying what sequence of events leads to a on which users can type in a question or click on of applications include multichannel campaign ‘conversion’ or sale would be more appropriate.” a short list of Q&As in several categories. For management, sales force automation and customer The analytic tools may be an integral compo- example, under “Games and Installation,” users service contact centers. More recently, social soft- nent of a CRM suite, a separate product designed can find out how to change the default location of ware has also been used to promote sales and sup- specifically for a CRM application or a generic a downloaded game. “Technical Issues” provides port customer service. business intelligence (BI) solution that can be used answers on error messages and suggests adjust- ments to make in operating systems to improve performance. The answers are stored in a knowledgebase within RightNow. Because the same knowledge- base is used by customers who are accessing it directly and by customer service reps who are helping customers, the information obtained in each case is consistent. Big Fish Games moni- tors incoming questions and identifies areas where users are not finding the answers they need. “We discovery the gaps by mining the searches or by reading questions submitted to support staff,” says Cory Finnell, CIO at Big Fish Games. The company also conducts post-contact surveys and solicits feedback to understand cus- tomer needs. Designed for interaction Information gaps can be remedied quickly with new content. Finnell continues, “Our ongo- ing analyses let us respond with near real-time speed to issues that customers have with our products,” In addition, the questions and com- ments are passed along to other departments, including those that are responsible for product development. “The changes we make based on the analyses of customers’ questions help solve their problems and also contribute to our growth, CRM analytical tools provide a common for analyses of CRM data as well as of other data. since we are able to improve our products as a thread, because they are used across many of those The optimal solution depends on the organiza- result,” he says. applications and offer important measures of the ti
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