Castle bingo Essay Example | Topics and Well Written Essays - 2000 words

Castle bingo - Essay Example CRM integrates marketing, service and supply-chain functions in order to achieve greater efficiency in delivering greater value to discriminating customers. Consequently, CRM improves customer services, facilitates better integration of marketing tools, increases organisation revenues and reduces costs associated with customer services by a significant level (Richards & Jones, 2008). Castle Bingo and Benefits of Customer Relationship Management (CRM) The three primary elements of CRM have been described hereunder. Operational CRM Operational CRM consists of software packages that are used to efficiently arrange inbound and outbound customers interactions. Operational CRM aid in processes related with sales, customer service, marketing and automating communications. Service automation helps an organisation to manage service operations delivered through web, contact centre and face to face. Some of the significant benefits of operational CRM to Castle Bingo may include: Sales Force Aut omation Enterprise marketing Automation Customer Service and Support (Bhatnagar, 2012). Analytical CRM Analytical CRM involves analysing customer vital information in order to effectively meet the marketing and customer service goals and deliver appropriate message to the right customer at right time through appropriate channel. The significant benefit of Analytical CRM to Castle Bingo may involve Customer retention Segmentation and targeting Development of new products according to the customer’s specifications (Bhatnagar, 2012). Collaborative CRM Collaborative CRM comprises the system that facilitates customers to perform various services on their own through variety of interaction channels. It renders people process as well as data together and further facilities in channelling the data along with customer related information for ensuring proactive decision making. It ensures timely sharing of information and results in enhanced customer services. The major benefits of Col laborative CRM to Castle Bingo may involve: Providing effective customer communication across different channels, Increases the efficiency of online services and help in reducing customers service costs associated with offline services and Facilitate in better access to customers data during the time of interaction with customers (Bhatnagar, 2012). The Principles of Big Data and Metrics The data driven decision-making is currently being widely recognized and is viewed to be an increasing enthusiastic aspect related with the notion of ‘Big Data.’ Big Data refers to traditional enterprise data which comprises valuable information regarding the nature of the customers that is ascertained through CRM systems, web store transactions, ERP data as well as general ledger data. Furthermore, it also includes social data such as customers’ feedback streams, micro blogging internet sites like Twitter and social media like Facebook (Dijcks, 2012). The perception of Big Data c an primarily be attributed with four principles that have been discussed below. More Granular Information or Micro Segmentation The principle of micro segmentation can be