9. Five  CRM Motors

9.1 MOTOR 1

. BASED INFORMATION IN THE CLIENT

“The client's partial knowledge can be dangerous”

9.2 MOTOR 2. SEGMENTATION AND ANALYSIS

Three potent tools of analysis of clients' segments exist: OLAP (Online Analytical Processing), Statistic and Mining Dates (Extraction of Data)

Each one of these techniques has relating strengths to certain types of information on the clients

9.3 MOTOR 3. THE PERSONALIZATION

The new technology facilitates the personalization of the relationship with the client.

CEP (Custumer Experience Personalization), that is to say that should also be personalized the experiences the client.

Marketing of emotions.

9.4 MOTOR 4. COMMUNICATIONS

The continuous interaction with the clients requires means of information 7x24.

The growth of elements of personal communication has grown four times in the last four years.

The communication capacity stopped to depend on cables: Rotate them it is the tendency.

MMMC: Multi-half and Multi-Channel Capability.

Easy access to better technologies.

Speed of transactions.

I increase of the cost of the clients' change: Loyalty.

9.5 MOTOR 5. TRANSACTIONS

Based on the necessity of generating reliable transactions to maintain reliable relationships with the client.

Not to really neglect the moments.

To avoid excesses of information.

To maintain the informed client, but not in a generic way, but with their adviser's direct information.

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