Abstract
This paper aims to examine how Customer Relationship Management (CRM) systems are in place in firms in practice with a focus on the customer needs and requirements, i.e., how analytical CRM (aCRM) systems are used to support existing CRM systems and how such a system can be integrated with CRM systems. Customer Relationship Management (CRM) has always been widely regarded for developing and retaining customers through their increased satisfaction and loyalty. This paper also discusses how customer information is used by powerful analytical CRM where CRM systems are already in place in organisations. To support the arguments made, the paper presents the analytical CRM framework. Analytical Customer touch points and interesting patterns of analytical customer related data are presented. A clear difference between CRM and aCRM is presented. The application of analytical CRM has been very recent and its visibility is substantially low, and the provision of these systems is limited to a few leading firms in the world. The paper explains the value of analytical CRM systems inform of customer touch points.
Published Version
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