Distinguishing operational customer relationship management and analytic customer relationship management – an organisational perspective

Abstract

The efficient and automated management of customer interactions is the need of today. The customer relationship management (CRM) has helped organisations to increase the interaction with customers. Organisations also need to analyse the customer data to uncover trends in customer behaviour and understand the true value of their customers. Analysing customer relationships from a lifetime perspective is critical for success. To manage interactions and processes with valuable customers most efficiently, organisations need to apply a consistent metric that helps them improve the value of their customer relationships. Continuous analysis of the customer data helps firms gain a deeper understanding of customers and empower their employees to optimise customer relationships across all the channels and points of interaction with their customers. Analytical CRM is a consistent suite of analytical applications that help firms measure, predict and optimise customer relationships. The understanding of the distinguishing factor between the operational and the analytical CRM is very important for the executives of the firm. This helps them to clearly define their need and invest according to their demand in the CRM. We suggest the distinguishing factor between the analytical and operational CRM which would enhance the decision-making approach business in any service-oriented organisation.