CRM data warehouse can be seen as a store where all data generated from different departments in the organisation are been stored before they are been processed for business decisions.
The customer-centric data warehouse provides a complete and accurate view of customers. Through the CRM data warehouse, you are able to see a pattern of interactions that are common to all your customers. The warehouse integrates all customer data that are spread across multiple departments within the organisation.
As I said earlier, we have the Operational Data Store which is linked to touch points and other departments in the organisation. It is from there that data are being transferred to the CRM Data warehouse.
There are five different sources of data for the CRM Data warehouse. I want to consider some of these sources in this article.
#1 Order processing
When prospects or customers are placing their orders, it is one of the sources of data for CRM data warehouse. Through order placement, you will know the wallet share of your customers. You will also be able to know how frequent each of the customers is coming to request for your products or services.
#2 Customer support
Customer support channels is another important aspect that you need to consider. Through this, you will know the challenges you are facing with your products or services. It will help you to know your attrition rate as well. All this can help you to see if you need to open more support channels for your customers.
#3 Inquiry system
The various platforms that you have created through which new customers can come and learn more about your products and services can also be an avenue through which you can know your conversion rates. It will help you to know the rate at which you are cross-selling or up-selling to your new and existing customers.
The marketing department channel is another source of data for the CRM Data warehouse.
This will help you to know your conversion rate. You will be able to know the rate at which you are gaining new customers as well as selling customer solutions. All these are needed if want to make a far-reaching business decision.
#5 Transaction system
This is another alternative through which you can get data from your CRM data warehouse.
Transactions carried out by the marketing, sales and customer service department can be captured and sent to the CRM data warehouse so that it can be used for making critical business decisions.
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