Customer analysis provides clients with the insights and evidence necessary to identify hidden opportunities for both growth and efficiency, and is essential for getting the most out of CRM. 

It is also necessary to provide staff with the information they need to deliver against these opportunities in a clear and simple fashion, such as customer segments, propensity scores (e.g. propensity to buy, propensity to lapse) and operational performance KPIs and metrics.

By forming a CRM strategy through sophisticated analytics, and communicating this clearly using simple scores and metrics, an organisation can:

• Increase familiarity with customers and predict their behaviour
• Increase understanding of ‘how the business really works’
• Choose the most effective combinations of channel and offer – for each customer
• Focus sales and marketing resource where greatest chance of success
• Make informed decisions, by customer, in real time
• Measure and manage operational processes

The Business & Decision offering

The Business and Decision offering spans the implementation of systems to enable both sophisticated analytics and the dissemination of information to the wider user base, as well as the creation of regular reports and the execution of analysis to create insight.

• Master Data Management (MDM)
• Reporting and performance analyses (sales, service, marketing)
• Creation of "Customer performance" Balanced Scorecards 
• Descriptive analysis and segmentation
• Predictive analysis and scoring (risk, propensity to purchase, churn)

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