What do events have to do with CRM?
by Sanjeev Sondur and Stephanie McReynolds
CRM Requires Event-Based Technologies
Customer interactions are rarely predictable and by their nature are eventdriven. A part failure spurs a call into the contact center; a last-minute increase in holiday demand drives requests to reorder through sales representatives; a competitor’s recent discount triggers the launch of a new marketing campaign. To optimize these types of customer interactions across the enterprise, businesses need to understand the impact of customer events and evaluate the opportunity to take corrective action. This must occur not just once, but across thousands of customer events that occur
daily. CRM systems reveal a wealth of information that helps with:
• Understanding customer relationships
• Identifying bottlenecks
• Improving efficiency
• Addressing a host of business productivity issues.
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