In recent years, companies have poured huge investment dollars into CRM systems and are now looking for results. These organisations have typically created enormous warehouses of information -valuable intelligence about their customers – at great cost. And while this cost is expected to continue to increase dramatically, how much of this information is actually being used “intelligently”?

It’s like creating a treasure chest –without providing the key to what ’s inside.

CRM is not just about an automated customer engagement model –it is about knowing more about your target market and each of your customers. This is why many businesses are now adding that missing link to their CRM strategies - “Intelligent CRM ”.

Adding the power of predictive analytics is allowing them to better understand their market, their customers and their competition. This is not about replacing current systems or investments. Analytical and modelling solutions can be used to leverage existing data as the basis for improving business performance.

ANZ is one organisation that has embraced the power of analytical CRM, and by modelling it ’s customer behaviour has been able to double the success rates of it ’s marketing campaigns.

The importance of true “predictive ”analytics in maximising CRM investments has also been noted by leading analysts. IDC reports that companies that do not install analytical CRM technologies risk being at a genuine competitive disadvantage in securing and optimising customer relationships.

Too often, managers are asked to make decisions based on inaccurate and historical data and trends and expected to be correct -this is high risk.

Predictive analytics not only minimise this risk, but also return significant value to your business.