Integration with CRM

Integration with a CRM system, containing profiling and targeting data can greatly increase the added value of a CLM solution. By combining information on the utilization of specific promo materials with in-depth costomer insight one can determine: how can the marketing message be taylored to meet the segments needs, what other messages might be interesting to customers. Basic CRM segmentation includes such criteria as: customer potential, loyality, preffered communication channel, optimum call frequency. In addition to that more precise behavioral segmentation can be carried out. In the latter case data mining algorithms might be usefull. Clearly there are several obstacles that need to be considered including: database matching and interface manitenance.