The reporting offers a variety of reports. You can access real andcurrent data and thereby obtain a comprehensive overview of your customers. The reports can be easily sorted by the individual data down to the level of a single transaction.
The data can be viewedin several ways:
The reports can be generated automatically or on user request. The XCRM system offers several ways of reporting, for example:
In cases where a deviation from the normal results exists, the system alerts you automatically and indicates where the deviations occur and what type they are. You receive a warning by e-mail, telephone, etc.
An analysis of the threshold values allows the detection of unwanted deviations from the expected values (for example, a drastic 20% drop in sales). For each threshold value an importance level (low, medium, high) can be defined, along with a mechanism which is activated in the case of an exceeded threshold value (for example, opening the case, sending a warning by e-mail etc.).
The reports can be setup and organized as dashboards, accessible to different user groups. User-dashboards can be distributed by e-mail. Reports can be easily sorted by various data downto the level of a single transaction.
The use of dashboards or work surfaces enables the establishing of operational and strategic reporting in the company. The dashboard can display several reports and you can change the positions and sizes of these reports, thereby creating a personal look.
If you wish to have a closer look at some information in the report, you can utilize the in-depth insight (»drill-down«) and data sectioning, which enables you to examine all data down to a single transaction.
Every communication campaign can be easily tracked continuously in the XCRM-system and the individual settings can be adjusted in accordance with the objectives. In this way the campaign progress can be continuously controlled, which contributes to its best possible efficiency. After the end of the campaign its results can be displayed in various ways.
The hit rate represents the number of hits and shows the ratio between the number of people who received the advertising message, and the number of participants of the campaign. In the later phase, the hit rate serves to compare the number of customers who reacted to the campaign, bought the product or ordered the service or increased the usage of the advertised service.
The response rate is the ratio between the number of people who reacted to the message either with a positive or negative attitude towards the advertised products or services, and all participants of the campaign. Measuring these parameters is extremely important because it reflects the efficiency of the selected communication channel and the suitability of the content with regard to the selected target group.
The active participation in the campaign is the interest displayed by customers for the advertised product or services, e.g.:
It is highly recommended to measure the active participation, as it isone of the best indicators of the efficiency of the marketing campaign.
The data can be displayed as a report on the screen or in printed form.
All campaign analyses can be saved in the system, which means you can compare the data from several different campaigns.
The objectives of communication campaigns can vary, and here the XCRM is helpful for the ROI forecasts and also when measuring the actual ROI. After the conclusion of the campaign, the expected ROI can be compared with the actual ROI and this is the basis to evaluate the success of the marketing campaign. The XCRM analytical system also calculates the probability of customers »escaping« to the competition; the customer segment with a high »escape« probability automatically becomes a target group which receives an appropriate advertising message or is subjected to goal-oriented marketing activities.
The XCRM-system allows an easy, clear and efficient customer handling. During the progress of the action, the data of individual customers are continuously updated. Current customer data allow a precise overview of all information of individual customers during the whole customer history. Such insight facilitates the work and communication with customers, because you can give the customers relevant information when they call the call center, record their reaction and link them to the corresponding campaign.
To test the efficiency of the campaign, we use a control group. A specific subset of the target group is selected and then its behavior is compared with the behavior of the control target group. The control group is limited in number to 5 % of the total target population and is continuously observed during the campaign; the behavioral characteristics and statistical data can be checked. The use of the control group is one of the indicators that can be helpful to measure and evaluate the efficiency of the campaign.
