CRM as a Decision Support System

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Most current businesses depend on rules-based personalization, which depends on assumptions made about customers from aggregate data gathered from a variety of sources. A quality score based on real time activity enables one to always present the most appropriate goal meeting message possible to each individual. Everyone is looking for some value-adds. Value-add comes from the knowledge or information. That's the part of the key to personalization-that you can get the customer to the crux of their decision faster, and you can supply them with the information to help them better their decision process. By factoring in key performance indicators (KPIs) from existing financial data, analytic models can even access the profitability of offering that particular customer the discount while he's still browsing (Flanagan & Safdie, 1998, p. e5).

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