MOTIVATIONS TO THE DEVELOPMENT OF A MODEL OF DATAWAREHOUSE FOR THE INDUSTRIAL DISTRICTS
US (customer intelligence) supplies the instruments in order to capture, to store, to try, to approach,
to organize and to analizzare/modellare they give you of the customer.
It turns out you of this analysis normally are activated through systems CRM.
In short the process of it consists to
US in four passages:
- collection information on the customer
- analysis of the information
- formulation of one strategy based on the analysis to the aim to determine the value of the customer
- participation based on the strategy
An inner process constitutes US in order to understand really who is the customers and that what wants from the company;
applications CRM (turned the customer) always serve to keep themselves in contact with the customers, to insert their
information in the database and to supply they modality in order to interact so that these interactions can be recorded
and be analyzed.
For that it concerns therefore technologies CRM we can make one distinction in three segments:
- Operating CRM
- Analytical CRM
- Collaborativo CRM
The technological architecture is to half road between that operating and that analytics.
The operating CRM is constituted from turned applications CRM the customer. The analytical segment includes the archives
of gives to you or datawarehouse. The collaborativo CRM, directed to the points of contact of the customers, includes
programs applied to you which the software for the management of the relations with the partner.
The operating
CRM is a set of property that are prelocated to the management of all the operations and activity of marketing and sales.
A part of the universe of the operating CRM includes the call center, that it answers to the demands for information
and clarifications of the customers.
The analytical CRM consists in the capture, conservation, extrapolation,
elaboration, interpretation and communication of information on the customer for a customer. (as an example, companies
as Microstrategy is in a position to capturing give to you from various sources, to conserve them in database the customers
and then to use hundred of algorithms for analizzarli/interpretarli based on the demands).
The value of the applicativo program is not constituted solo from the algorithm and from the conservation of they give to
you, but also from the ability to supply a personalized service using the information.
The collaborativo CRM is
nearly a added level.
It is constituted from the center communications, the coordination net that supplies the neutral
distances to the customers and the suppliers.
It could be dealt of a portale, communication channels like web, mail
but also vocal applications or simply the traditional mail.
Draft of one whichever function CRM that supplies one
possibility of interaction between the customer and the same channel.
Part inglobata in this third level is the PRM
(partner relationship management), and is this a remarkablly important part for who must manage the Virtual Warehouse, that it has like partner all those companies that participate to MV the same one.
The PRM represents one business strategy
for the selection and the management of the partner to the aim to optimize their value of along term for an enterprise.
In short it means to choose the partner just, to work with they in order to help them to catch up the succeeded one in
the relationship with the customers in common and to guarantee that final partner and customers are satisfied and have
happened.
The management of the cycle of life of the partner constitutes the main functionality of the PRM.
The characteristics that would have to make part of the application are:
- Productivity and ricompense, the way in which the partner it will participate to the activity and it will benefit
of turns out to you.
- Forecasts, the forecasts on the way in which the partner it will participate to the activity
and it will benefit of turn out to you.
- Reporting, the description of as the partner it will participate to the
activity and it will benefit of turns out to you.
- Management of the contract, in that way the partner is held for contract
to participate to the activity and to benefit of the partnership