Category: (2) TAM Application Type
Application Identifier: 5.5.7 (This Application ID has been deliberately unused!)
Maturity Level: 0
Customer Relationship Analysis provides the functionality necessary to manage the relationship between the service provider and the customer.
Customer Relationship Analysis functionality ensures that the Service Provider and the customer feel confident that the relationship is founded on up-to-date, accurate and legally compliant information. The application purpose is also to improve the customer relationship, improve customer retention, as well as target and win the right customers and improve the sales conversion rate.
Customer and market information from other sources may be gathered and analyzed in order to build a better understanding of the customer. Customer information will be used to continually refine the means and style of interaction, and the solution sets and customer experience offered.
Customer Relationship Analysis functionality also includes customer influence and churn risk analysis, which is based on information collected from all processes. It ensures consistent risk assessment is used across the Enterprise. It identifies treatments to manage these risks and focuses on using customer information.
Customer Relationship Analysis analyzes personalization opportunities for customers that will encourage them not to switch to another Service Provider. Personalization allows delivery of services that more closely match the customer's need. Collection of Personalization Information also discourages switching since the customer would have to build up the same personalized experience with the next Service Provider. Typical Personalization would be enforcing customer communications through the customer preferred communication channel, provide cross-selling and up-selling recommendations based on customer interests and leveraging the information gathered to help the operator build a more intimate relationship with the customer.
Customer Relationship Analysis examines who the customer is, and what is known about the customer and their expected behavior as well as historical behavior. This analysis can then be used in future interactions with the customer.
The Customer Relationship Analysis can be reactive such as targeted up-sell when a customer calls to buy, or a one-time credit when the customer has an issue with a bill. Customer Relationship Analysis can also be proactive by offering a specific item or special treatment before the customer calls or before they go to self-service to downgrade an assigned product.
This was created from the Frameworx 16.0 Model