3 ways business analytics make CRM more effective

Customer relationship management has never been more important than it is in the era of the social customer. Once people recognized social media's abilities to find old friends and launch comedic parody Twitter accounts, many turned their attention toward digitally connecting with the brands and people that are a part of their real-world identities. The caving in of old walls that used to separate regular people from celebrities, for instance, has made the digital world seem smaller and more under the control of the people. The pressure is now on organizations to constantly reiterate and improve meaningful connections with consumers that increasingly expect more returns for their own investment in brands and products.

Apache Hadoop and business analytics can simplify the process of integrating insights into CRM strategies and improve the efficacy of core customer interactive arenas, like social media handles, call centers and digital marketing. Here are three ways that businesses can invest in better CRM techniques:

1) Promote organizational collaboration
One obstruction that firms may encounter on the road to more meaningful CRM is complications within a business that make improvements hard to start. Siloing and focus on vertical improvement have long been hallmarks of many business operations, which may make for limited interaction between call center operatives, social media mavens and marketing decision-makers, for instance. This can create problems on the CRM end, according to Smart Grid News. In the effort to solve a problem or get a question answered, a customer may address the company on different platforms and interact with people from different departments, so all personnel must be on the same page.

2) Use predictive analytics
Helping customers solve a problem or find what they were looking for can lead to increased loyalty, but predicting problems and offering things they didn't even know they needed can be even better. This is a much more subtle exercise, according to United Business Media, and if done right, the consumer won't often even realize it's happening. Since companies are unlikely to receive the same sort of clear acknowledgement that their initiative is working ("X company fixed my problem" is a more common sentiment than "X business predicted what I wanted based on my prior purchase history"), it's crucial for organizations to use contextual customer data for better analytics. Hadoop Hive can offer context-based customer analysis, like it does for Facebook.

3) Integrate data
Hadoop HDFS provides a better holistic approach to data structuring, which can enable companies to integrate disparate sources of data. This can ensure that interactions with consumers are conducted on a united and well-informed front.

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