The Global Financial Crisis has been responsible for a dramatic downturn in demand for new cars and also a decline in brand loyalty. The consequences: new car and after-sales business are in decline and there is increasing price pressure on car manufacturers. It is high time that companies started counteracting these trends – with effective CRM measures to ensure existing business and to acquire new customers. This is where data mining is useful. CRM becomes analytical CRM, which extracts valuable information from the existing customer data for targeted measures to ensure customer loyalty and to acquire new customers. Cirquent has experts in this field who have a sound expertise in processes, analytical CRM and IT.

Stronger customer loyalty with a targeted customer approach

Analytical CRM helps companies gather and evaluate information about customers – and to create the basis for a targeted customer approach. The following are decisive for success:

• The right time for the customer approach – especially with existing customers
• Topics that are relevant for the customers – for example, information about service offerings for their current car or about new models
• Recognising changes in the customers' needs – for example, as regards more environmentally conscious buying behaviour

Identifying and acquiring potential customers

One of the biggest challenges in the acquisition of new customers is lead qualification. Here, too, analytical CRM is the right tool – for preparing information, avoiding divergence losses and measuring success:

1. Preparing information: linking and analysing information about companies and the market

2. Avoiding divergence losses: maximum efficiency through regionally focused actions in sales and marketing

3. Measuring success: regular determination of response and conversion rates of marketing and sales campaigns

Cirquent – data mining expertise with functional and IT competence

Analytical CRM - broad service spectrum: The service portfolio for Cirquent's Analytical CRM covers everything from lead generation and measuring the success of campaigns and from data analysis to implementation of marketing and control tools. Cirquent offers its automotive customers extensive functional, methodological and technological competences in the procurement, processing and analysis of customer data.

Data mining competence: For the successful support of car manufacturers and dealers in the areas of customer loyalty and new customer acquisition Cirquent has data mining specialists and IT experts who work closely together with functional experts. With efficient data mining Cirquent identifies the specific impacting factors for marketing and sales campaigns and makes the right forecasts in terms of customer contacts.

Implementation of data mining systems: Cirquent has a team of experienced IT experts for the implementation of data mining systems in existing IT landscapes. The IT experts at Cirquent implement data mining with the latest technologies – choosing manufacturer-neutral systems and cross-system consulting based on the demands of the project.