CRM analytics: The fuel for the engine

How often are there articles about customer relations (CRM) in the press today? Almost as many as there were about Year 2000 last year! How many companies state that the customer is king but can do or are doing anything about this? Few really attempt to improve or build relationships with customers or increase their product holdings; treating a customer as an individual and not just another record is still rare. The opinion in many companies seems to be that they can buy a system to deliver what is needed, which is true, but the system is only as good as the rules that drive it, hence the emergence of CRM analytics. This paper aims to illustrate to the reader how a company can start to apply CRM from an analytical rather than from a purely technological angle.