Read this article and focus on how different departments within a business use customer data for CRM. Then, complete the case study. What data did the company collect for database marketing? How did this company use database marketing to improve customer relationships (CRM)? The case study was an example of a real-world CRM process used to improve customer interaction.
Campaign management combines elements of Operational and Analytical CRM. Campaign management functions include:
Target groups formed from the client base according to selected criteria Sending campaign-related material (e.g. on special offers) to selected recipients using various channels (e.g. e-mail, telephone, post) Tracking, storing, and analyzing campaign statistics, including tracking responses and analyzing trends