Requires Free Membership to View
You ask about integrating CRM functionality and profitability measures
within a single view. It's hard to provide a specific answer without
knowing more about your exact requirements. But, you are probably aiming
towards building a customer profile view that could include a snapshot of
key relationship information, such as Last Interaction, Products Purchased,
Contact Information (phone, fax, email, etc.), and a profitability index --
a calculated field based upon certain financial and probability parameters.
The index might provide a visual clue to the service and support associates
to the importance of a particular customer. However, your ability to
determine a customers "profitability index" needs very serious consideration
and analysis. You could easily overlook factors that could turn a seemingly
marginal customer into a very important one. For example, a customer might
be responsible for significant referral sales, even though they have
purchased very little from your firm. So, be careful!
This was first published in November 2001
Join the conversationComment
Share
Comments
Results
Contribute to the conversation