How does eCRM operate at CSL?
CSL believes that their competitive edge should be in delivering excellent customer experiences – responsive and relevant, in addition to product and service differentiation (e.g. network & data service). eCRM is seen as one of the key differentiators, which enriches CSL’s knowledge on its customers and supports its continuous competitive strategies. The company operates eCRM in 3 major areas: analytical eCRM, operational eCRM and knowledge eCRM. “Analytical eCRM, like a foundation of a building, is the pre-requisite among the 3 areas. CSL believes that analysis drives actions. As a leader, we are extremely advanced in applying customer analytics and business intelligence (BI) in our daily marketing and sales operations. As we deal with a large customer base, we need a highly effective BI solution in order to support us for identifying risks and opportunities among our customers and deriving insightful customer analytics for making solid business decisions and executing effective marke
