Analytical CRM – Enhancing the customer experience during the initial complex sale using machine learning techniques

Customer Relationship Management Systems (CRM) help organizations acquire, manage and enhance the relationships with the customers or potential customers increasing the value that the customer can bring over time by recurring purchases, add-ons and cross and up-selling.

One of the main usages of CRM Systems is to conduct complex sales.

Complex sales are sales that involve a high price tag, are riskier for the buyer and take a relatively long time to close (e.g. selling an airplane).

In this talk we look at ways of guiding the first sale by providing customer insights extracted through data mining, analyze the sentiment of the interaction captured in the CRM notes and increase the likelihood of winning the sale by creating a methodology of creating expert rules that can assist the sales representative during the time consuming process of a complex sale.