"Integration of Analytical CRM in Business Processes: an Application"

The business value of data mining technology is widely accepted these days. Data mining has proven to hold a lot of promise in CRM. Deploying data mining models in multi channel, largescale organizations is quite complex. Often, deployment turns out to be even more challenging than predicting customer behavior itself. In an effort to manage the complexities of organizational processes we implemented an application at ING Bank labeled “Process Automation Center” (PAC). The main function of our PAC is to deal with deployment issues in analytical CRM. To these ends we determined critical inputs and outputs in business processes and carefully filtered the essential and meaningful triggers in the process flow. As a metaphor, PAC performs the function of a CRM ‘nerve center’. It interprets inputs, and translates them into meaningful outputs. The PAC distributes all essential, yet only the minimal subset of information to parties involved and it can also execute a wide range of actions.

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