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Phil Taylor of Applix identifies a new generation of analytical tools that can support customer service over the internet.
Case for analysis - Part 2 | Part 1
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The term ‘CRM analytics’ is essentially the modern, high-tech, multi-channel equivalent of the local shops of the 1950s – when the local butcher, say, knew precisely what cuts of meat his customers wanted during the coming week.
Not only did he know this, he also cared about and empathised with customers and their agenda. He would have known, for example, when someone’s birthday party or dinner party was coming up, in which case he would most likely have ordered extra supplies for that week.
CRM analytics cater to organisations whose activities are massively more complex than those of a high-street butcher in the 1950s.
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