Kenning Research Inc. - CRM Analytics



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Traditional Business Intelligence can tell you a lot about what customers have done. While these historical approaches are well suited for gauging past performance, they are not well suited for answering strategic questions such as 'What is the profile of my most profitable customer?' 'What product should I recommend to this customer?' 'What is the likelihood that this good customer is going to defect?'

These questions require advanced analytics to cycle through the vast amount of data you have on your customers and finding repeated and useful patterns that allow you to make accurate predictions of future behavior and that describe commonalities among naturally occurring customer groups.

KRI's CRM Analytic Reports answer the most common analytic questions for any company doing business directly with their customers.

These reports include:


		Not all customers are the same. You must align your organization around their specific needs. Customers have different needs and interests. Using demographic and behavioral characteristics, customer segmentation captures these differences and creates a meaningful number of naturally occurring groups for classifying and describing your customers. Understanding the specific needs of each segment enables organizations to develop tailored offerings and campaigns.


		What if you could see your customers, not according to what they have spent with you, but according to how much they are likely to spend with you? Knowing the future value of your customers can help you better manage your business for growth and profitability. Customer valuation is an important first step to many customer-related program development efforts.


		The most valuable asset of your organization is not your products, but your customers. Companies who can keep their customers away from their competitors are companies that will grow and survive. In the current economy there is no more important initiative than to keep your best customers from defecting to your competition. The KRI Customer Retention Report will provide you with a clear picture of the impact customer defection is having on your business, a detailed description who is leaving, why they are leaving, and strategies on how to keep them.


		Improving marketing effectiveness leads to a direct reduction in costs and an increase in short & long-term revenue. Customer Response modeling can give your marketing organization the razor sharp focus they need to acquire more and better customers as well as develop targeted promotions with higher return at less cost. Here is where every % matters. Each incremental improvement in acquisition and response can lead to tremendous return for your organization.


		Extend every sale and create a balanced product mix optimized for your customers. There are naturally occurring relationships among your products and offerings. You may already know a few of the top associations. But do you know the associations across all of your other products? How about more specific associations within major customer groups. Knowing the associations between your products allows you to provide effective product recommendations and targeted campaigns. These associations can also help you plan your product mix; fill gaps, remove redundancies, and create product bundles.