Over time, companies have come to realise how important customers are for the optimal progress of the business. They are not only the ones who bring in the revenue, but also, in such a digitalised environment, the ones who reflect the value or appreciation that a brand generates. So, if we manage to be a lovemark , customers can become the russia mobile phone number list main spokespersons for the brand, helping us to spread it and having a good image on the internet. They are the great judges of the online world: they comment, rate, give their opinion, criticise, reward, which leads us to want, more than ever, to have a good relationship with them in all the encounters and processes they may have with our brand.
At the same time, companies have learned to create databases with relevant information about their customers, analyse them and get a clearer picture of what interests them and how they behave. There are reliable methods for understanding customers and even predicting their behavior, from descriptive segmentation models ( clustering ) , to predictive models of abandonment, lifetime value and propensity , to affinity rules ( basket analysis ) . We could say that this is the heart of CRM : analyzing the information stored on all customers with the aim of achieving their loyalty .
In the context of relational marketing , the CRM concept is expanded by that of PRM (Prospect Relationship Management) which, unlike the former, allows us to establish consistent relationships with prospects , that is, with those users who are in our database and have an interest in the brand but have not yet made a transaction. The information we obtain from them is what will allow us to know how to persuade them and convert them into customers. For example, we can analyze what they visit on the site when they register, how often they do so, what sociodemographic information they declare when registering, whether or not they open emails, where they click, etc. We could establish that the PRM has the following 3 objectives:
Develop strategies that allow, among other things, to highlight which users are more likely to become clients in the short term.
Knowing the source of the data that provides us with higher/lower quality records
Making investment in recruitment more efficient.
CRM and PRM management allows for establishing relationships practically in real time and on a sustained basis. This relationship with the user allows for communicating different content in a new way: beyond promotions and specific offers, there are programs that have proven to be of great value in strengthening the ties between a brand and its users.
