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A 5-Minute Guide to CRM Analytics

Loyal customers are a companys most valuable asset. Yet customer acquisition, retention, and cross-selling are more challenging than ever. Disparate data sources, proliferating market segments, and ever more agile competition can make it all seem daunting. To meet the challenge, marketing and sales executives require speed-of-thought data analysis. They burst with questions. Which leads should they follow? How should customers be segmented? Are new segments emerging? What deals are they winning and losing? One regions sales dropped, but why? But, too often, actionable insight comes too late, and data is obscured by inflexible, slow-to-respond reporting. Without clear, timely insights, entire customer lifecycles end up littered with costly, inefficient, and unfulfilled opportunities, not to mention unhappy customers. Frustrated marketing executives sense that they could do better. Todays savvy digital customers require companies to quickly identify them, respond to their needs in realtime 24/7, and take immediate action to earn and retain their loyalty. Companies can attract and serve these savvy consumers with an agile analytics platform that delivers critical value to executives and front-line marketers.

Speed to Actionable Insight Little in business is as unforgiving as an unhappy customer on the phone. If an irate caller angrily cites his 12 years of loyalty to your company, hes probably worth a significant discount or some other attempt to retain his business. But if his loyalty is more like 12 weeks, maybe hell just get a sincere apology. Will he hang up before your customer database can produce the facts that will guide your response? Whether youre waiting for a customers record, compiling lists in the chaos of competitive attacks, or making last minute preparations for a decisive meeting, speed starts with the users freedom to query, understand, and act on relevant data quickly. Speed is analysis of data to any level of detail without IT intervention. Speed is the ability to share that insight with other decision-makers to reach consensus quickly and shorten decision making cycles. Speed is taking decisive action based on the facts. Users can view data by region, by warehouse, by retail location, by sales manager, or any other dimension. Where traditional business intelligence reporting solutions fall flat, analytics platforms provide visual insight, fast. Suddenly, all levels within the enterprise from customer service representative to marketing analyst to CEO can explore data freely. Insight drives understanding. Understanding drives decisions. Decision cycles compress and decisive actions become the norm. And the best part is that no one has to wait, especially not the customer.

Visibility into the Unknown Imagine the marketing manager segmenting lists for an email campaign. Can she easily evaluate customers to predict each ones potential profitability? What are the meaningful indicators? What price would capture the best upsell prospects? Which late adopters should she nurture for a future discount? She needs a complete picture of the known facts to reveal the unknown. To paint that complete picture, dimension-free data exploration lets users ask questions as they arise, one after the other. Follow-on questions, which occur naturally as you analyze customer data, are asked and answered as they arise with interactive self-service dashboards. New or different data about your customers available from disparate data sources via a data mashup - tells a more detailed story. In fact, theres no telling how data might reveal itself. Insight may come from aggregate views or detailed ones. It can come from predictive models woven into dashboards. It may even come as a surprise because the biggest impact often springs from an unanticipated question asked on-the-fly. You discover the unknown unknowns.

A 5-Minute Guide to CRM Analytics

Self-service Discovery Sparks of insight are often too urgent or fleeting to wait for ITs help. The VP of sales wakes up Tuesday morning with an idea for a new sales force alignment, gets to work early and jumps into the data to test his theory. He has no time, and no patience, for explanations to IT or to wait for a generated analysis he demands self-service analysis. Users, like that VP, who can freely analyze data to any level of detail, gain insight at the speed of fire. Self-service discovery also lets IT to get out of the endless loop of report creation for end-users and allows it to focus on larger enterprise priorities of maintaining control of data and the standard platform. Enterprise-class technology adheres to authentication and security protocols. Whats more, users empowered with fast, flexible analysis tools will not go searching for unauthorized data visualization tools or struggle for help with complex spreadsheets. It stops the proliferation of tools across the IT landscape. That conflagration stops. Its a win-win.

Universal Adaptability When a customer service representative can, at-a-glance, compare a customers purchases against available offers and premiums, the rep knows how to respond on the spot such as to reward the customer there and then, creating a good customer experience and reinforcing brand loyalty. Its easy when all data sources and systems have been integrated. A CRM platform connects to serve a broad spectrum of users in any business or technical area. The VP of marketing, the sales manager, and the customer service rep all connect by phone and view every point of data the company has painstaking catalogued on that customer. They can view the same data, delivered to their desktop, PC, or tablet, based on their organizational role. Each has the same rich data discovery experience in real-time. Customer acquisition, relationship growth, and customer retention are critical functions for every level of the enterprise. As consumers go digital, expecting 24/7 customer service, company systems must adapt to serve their needs and maintain their loyalty. Theres simply no substitute for analytics technology that provides speed, discovery, and self-service for better, faster CRM across the enterprise.

Bringing it All Together Todays, popular CRM tools, such as Salesforce.com, Siebel, Microsoft Dynamics CRM, Sharepoint, and others contain a wealth of information. Their combined value, though, is ultimately determined by the users ability to quickly extract actionable insights. All

A 5-Minute Guide to CRM Analytics

the customer data in the world is meaningless unless they enable organizations to acquire, retain, and cross-sell or up-sell more efficiently and effectively. Its not about the data anymore. Its about how the data are used. Todays highly visual and time-tested analytic platforms empower CRM users like never before. Current tools dont measure up? There is a better way. No question. TIBCO Spotfire Analytics allows CRM professionals to get more from their data with: Dimension-free Data Exploration - freely explore data to any level of detail, without IT intervention. Speed insight to action. Data Mashup - combine data from disparate sources quickly, without IT support. Gain a comprehensive view of data to speed decisions. Predictive and Event-driven - anticipate opportunities and risks. Quickly discover hidden insights and take corrective action. Contextual Collaboration - publish insights through corporate portals and social platforms. Securely share insights in context and practice collaborative, fact-based decision-making. Enterprise-class - securely scale and integrate across the enterprise with maximum flexibility. Analytics are readily available to all user populations in the enterprise.

Learn More About Spotfire Analytics From interactive dashboards and data visualization to predictive analytics, Spotfires intuitive analytics and data discovery software provides an astonishingly fast and flexible environment for visualizing and analyzing your data helping you make smarter decisions every day. To learn how Spotfire, an enterprise-class analytics and data discovery platform, speeds users from insight to action with industry-leading capabilities such as dimension-free data exploration, data mashup, and contextual collaboration, contact Spotfire today: 866-240-0491.

TIBCO Spotfire TIBCO Software Inc. 212 Elm Street Somerville, MA 02144

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2012 All Rights Reserved. TIBCO, TIBCO Software, The Power of Now, the TIBCO and Spotfire logos and TIBCO Spotfire are trademarks or registered trademarks of TIBCO Software Inc. in the United States and/or other countries. All other product and company names are marks mentioned in this document are the property of their respective owners and are mentioned for identification purposes only

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