CRM

Parent Category: Compiere

Compiere's CRM

The customer resource components are integrated within Compiere. All the information about your businss partner is easily available in a common interface.

The CRM lifecycle begins with the integration of Compiere's front office systems and the centralization of customer-related data. This is the Integration phase and its benefits include improved front office efficiency and productivity. The output from this phase is a centralized source of all relevant customer data. Reporting is typically summary level only, showing what activities have occurred, but failing to explain their causes or impact. This is, unfortunately, as far as most CRM initiatives get. This phase certainly provides business value, but alone it doesn't improve your understanding of your customers, nor strengthen your relationships with them.

Analysis, is the most critical to CRM success. CRM analytics enable the effective management of customer relationships. It's only through analysis of the customer data that you can begin to understand behaviors, identify buying patterns and trends and discover causal relationships. Together these help more accurately model and predict future customer satisfaction and behavior and lay a quantified foundation for strategic decision making..

Action ,is where the strategic decisions are carried out. Business processes and organizational structures are refined based on the improved customer understanding gained through analysis. Business and financial planning is revised and integrated across all customer facing activities, including sales, marketing and customer service. This final phase closes the CRM loop and allows organizations to cash in on the valuable insights gained through analysis.

Without CRM analytics your customers remain a mystery and you might as well read tea leaves to try figure out how to please them. Conversely, the well considered analysis of customer behavior and causal influences can take the guesswork out of business strategy. Your understanding of your customers will no longer be based on thin anecdotal evidence. Rather, solid quantifiable conclusions will guide the business process refinements that will delight your customers and improve the lifetime value of your relationship with them.

The solution of this business problem requires a number of different types of analysis, including customer profitability, retention, segmentation and customer clustering, promotional and pricing analysis. Each of these is not separate and distinct, but rather offers a different perspective of the customer and their value to the business. When viewed together, the aggregated results provide a whole picture of the customer.

Customer profitability usually begins with a ranking of customers relative to their percent contribution to total revenue. By analyzing profitability across a number of business dimensions (typically including products, time, geography, demographics and channel)the organization can uncover the factors that most influence profitability.

Segmentation defines how the test population is broken down for more targeted marketing and product offerings. Finer segmentation allows more personalized marketing. Multidimensional analysis is an extremely effective segmentation technique, since each grouping of dimensional values essentially represents a unique segment

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