Introducing CRM with Genuine Business Intelligence
A 360-degree view of customer data cannot bridge the gap between expectations and the experience of customers. Infosys’ experts propose an Intelligence Customer Relationship Management (ICRM) framework that provides the intelligence to better serve customers.
Customer data scattered across the enterprise must be integrated and processed to enable informed decisions related to customer interactions, according to our experts. In an article published in CRM Buyer, they discuss how companies must achieve a comprehensive ‘sphere of intelligence’ from sources of data that extend beyond the CRM system and the enterprise.
Our experts recommend a three-layer structure for the ICRM framework:
- Data layer: Consolidates customer information from various sources and converts it to structured data
- Intelligence layer: Provides first-level intelligence about customers
- Usage layer: Shares insight for customer interaction and decision making
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Reproduced with the permission of CRM Buyer
Authors
Vamsi Krishna Paramjyothi, Consultant, Enterprise Solutions, Infosys Limited
Vamsi has extensive experience in process consulting, package evaluation and Customer Relationship Management (CRM) implementation for telecom and Fast Moving Consumer Goods (FMCG) companies. His interests include sales and marketing, churn management and customer experience management.
Ramkumar Jonnalagadda, Principal Consultant, Enterprise Solutions, Infosys Limited
Ramkumar has several years of experience in providing optimal solutions across industries and has implemented large scale CRM programs across multiple geographies.
Learn more about Infosys' offerings in customer relationship management