Introduction To OSICAM: A New CRM Approach
The OSICAM model has been defined by MDC partenaires. It aims to provide a new analytical tool to approach customer relationship management.
A relationship is based on consecutive contacts and interaction which should be used to constantly improve campaigns efficiency. Therefore a rigorous and simple system is required to optimize marketing investments.
OSICAM is a new way to define customer relationship strategies, thanks to a 360 degrees approach. This is a closed loop model composed by 6 key items.
Let’s find out more on this new OSICAM method.
OSICAM Steps
Organize (Customer Knowledge Management)
Facing Information Overload
The statement “too much information kills the information” is wrong. Whereas companies have to face the information overload challenge, information management is becoming a key factor of success for companies. Too much information is not necessarily bad if organized and...
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Segment (customer typologies)
Definition of Segmentation
Segmentation is one of the fundamentals of marketing. It aims to create homogenous subgroups linked to the companies’ specificities. Each segment owns its very unique needs and characteristics. As a company masters its segments, it undestands better its customer...
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Interact (Interactive Marketing)
A relationship im plies listening
As a matter of fact, the first stage of the interaction consists in organizing a listening process, which will allow the company to listen to customers and gather this information on a daily. Thanks to this listening process a company is able to set a...
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Collect (Multi channel marketing campaigns)
Listening is not enough. You need to understand customers’ voice. Collecting data is a fundamental step in the customer relationship management process. Collecting implies gathering and inventorying the information coming from customers’ input. Collecting information...
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Aliment (Data base management)
One of the goal of CRM is to create equity thanks to the gathered data. This data is the core of the company’s customer knowledge.
Once treated, they’ll become key elements for segmentations and making the right decisions.
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Measure (Data Mining)
Only what is measurable grows. Every step of the OSICAM method needs to be measured: the initial customer data, customer satisfaction, number of inputs that will feed the customer data base.
Measuring is also setting up promotional investments according to the economical performances.
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