Customer Relationship Management
CRM coordinates customer data, lifecycle triggers and service across channels.
Cheat sheet
CRM coordinates customer data, lifecycle triggers and service across channels.
What to check first
Define eligibility, exclude unresolved complaints and deduplicate contacts.
How to make the call
Measure incremental repeat contribution and unsubscribe rates.
Google Analytics · Funnel exploration · further reading for crm & analytics
Indian practice case
Fictional scenario
A Pune beauty retailer wants to reactivate customers who last bought 90 days ago.
Reveal the step-by-step solution
- Diagnose the problem.
Define eligibility, exclude unresolved complaints and deduplicate contacts.
- Work through the evidence.
Test a replenishment reminder and a control before offering a discount.
- Recommend and validate.
Measure incremental repeat contribution and unsubscribe rates.
More Indian cases
Interview question
How would you use customer relationship management to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Test a replenishment reminder and a control before offering a discount. Measure incremental repeat contribution and unsubscribe rates.