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3. To predict future opportunities
CRM software can act as a useful market research tool, extrapolating trends and
anticipating future patterns of customer activity by maintaining, in as much detail as
possible, current customer relationships. CRM provides a much closer collaboration
with customers, and may provide clues to an organisation on future development.
This process is known in industry as `data mining'.
To Kellen's three tenets, a fourth with more immediate and obvious pertinence to the
cultural heritage sector can be added:
4. To manage information and maximise client-base potential
A pressing issue is how best to design and target customer information in order to
retain existing business, and to entice new business to the organisation. Accurate cus-
tomer profiling can have a marked effect on commercial business results and this is
equally true in the heritage sector. Knowledge of who the visitors/patrons/users are
and when and how they are likely to make contact is of the utmost importance in
an organisation's strategic planning. If this information can be used to its fullest
potential then all concerned should benefit. Many useful lessons can be learned from
the business community and, with adjustments to the original focus of most standard
CRM packages, it can be clearly demonstrated that, despite the high expense that
might be incurred they hold a great potential for the future of cultural heritage
H o w e C R M Wo r k s
Customer Relationship
Enterprise CRM
Data Warehouse
Customer Service
Customer Interaction
Collaborative CRM
Data Mining
Operational CRM
(Front Office)
Analytical CRM
(Back Office)
Adapted from PricewaterhouseCoopers, Technology Forecast: 2002-2004, p117.