Market analysis: evolaris identifies potential in systems for the management of customer relations
As part of its on-going research into customer relations management, evolaris investigated systems that help companies make targeted contact with their customers. These systems are designed to provide customers with relevant information from the company on the basis of their existing transaction history.
Definite potential was identified in terms of the interface between traditional CRM systems, which are often operated entirely as customer databases, and campaign management tools. The campaign management systems control the communication of offers and content to the customer but often do not feed the results of the resulting dialogues back into the CRM system for further analysis.
At evolaris, we will be focusing on this interface. Further projects will be aimed at developing technical prototypes for the combined use of CRM and dialogue management.