Traditionally, marketing departments have led customer data analysis initiatives and pushed the development of analytical CRM as they faced multiple decisions when it came to allocating resources to customer acquisition and loyalty.
- Operational CRM includes all areas of direct customer contact: from sales force to support.
- Analytical CRM seeks to understand customer behaviour shown in interactions in operational CRM. It has traditionally relied on the technologies of business intelligence and business analytics to develop customer knowledge.
The search for profitability has led to working on a solid knowledge of the customer to be able to identify or modify the purchasing patterns of a customer or even their habits of using a service. In the context of the new status quo, it is necessary to extend the role of analytical CRM and elevate the value of this strategy.
This is how Digital Wolves has developed an area specialised in the knowledge and management of the relationship with the client that allows us to offer a line of specialised services that covers the needs of clients and extract their best insights.