A01 chaf6542 06 se fm indd

5 

Allow quick purchase of related products.

6 

Sell related products during checkout. And also on  post-  transaction pages, i.e. after one 

item has been added to basket or purchased.

Note that techniques do not necessarily require an expensive recommendations engine 

except for very large sites.

Propensity 

modelling

A name given to the 

approach of evaluating 

customer characteristics 

and behaviour and then 

making recommendations 

for future products.

M09_CHAF6542_06_SE_C09.indd   453

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Part 2  Strategy and applications

  Technology solutions for CRM 

 Database technology is at the heart of delivering CRM applications. Often the database is 

accessible through an intranet website accessed by employees, or an extranet accessed by cus-

tomers or partners provides an interface with the entire customer relationship management 

system. Today, on-demand web services such as Siebel CRM On Demand ( 

www.crmondemand

.com

 )  and   Salesforce.com   ( 

www.salesforce.com

 ) are becoming increasingly popular. 

 Email is used to manage many of the inbound, outbound and internal communications 

managed by the e-CRM system. Using email for communications is a service provided by 

e-CRM systems such as Salesforce ( 

www.salesforce.com

 ) or Oracle ( 

www.oracle.com 

), 

or smaller businesses can use an email marketing ASP service such as MailChimp ( 

www.

mailchimp.com

 ). 

 A workflow system is often used for automating CRM processes. For example, a workflow 

system can remind sales representatives about customer contacts or can be used to manage 

service delivery such as the many stages of arranging a mortgage. The three main types of 

customer data held as tables in customer databases for CRM are typically: