CRM analytics-an array of options by ProQuest


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									                                                                                                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 ( 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
                                                                                                                    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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