Analytical CRM

Customer Relationship Management has been an important ally to companies willing to improve their customer experiences. Lately, Machine Learning and its techniques have been transforming the way companies interact with their customers through data analysis. This paper brings to light a CRM software developed using various Machine Learning techniques to improve different CRM processes and provides an overview of used techniques and their application to each CRM dimension and element. In addition, the practical implications are analyzed based on recent developments of CRM tools in the field of Machine Learning. The paper delivers insights for future studies as well as for CRM tools willing to improve their analytical and automated services and features. It also highlights in particular how Analytical CRMs improving ability to predict customer lifetime value will generate an inexorable rise in implementing adapted treatment of customers, leading to greater customer prioritization and service discrimination in markets.