Customer Relationship Management (CRM)
Customer relationship management systems were envisioned and
designed as sales performance management or funnel management
systems. Despite its name, most systems do not yet manage the customer relationship. Rather, these systems provide a central repository of customer data, but most don’t include predictive analytics capabilities. CRM systems do not aim to provide omni-channel campaign
automation but can integrate with systems that do. Similar to email and
marketing automation, CRM systems can integrate bidirectionally with
predictive marketing clouds. For example, if you use a CRM system
in your call center, then call center interaction data can be imported
into your predictive marketing cloud, linked to a customer’s profile, and
included in predictive analyses.