Digital clustering in customer relationship management

Abstract

The value of a customer is a key parameter of the creation of all business processes. A significant number of companies faces the problem of inconsistency and incoordination in the provision of services to their customers because of lack of relevant information. In the essay we attempt to analyse new interpretations of customer segmentation technology based on predictive analytics. Modern software platforms from the leaders of the IT industry allow real-time modelling and monitoring of customer lifecycle to prevent customer’s “churn state”. Proactive customer care provides the implementation of not only omni-channel interaction, but also the transition to the opti-channel paradigm of business, which on the basis of in-depth study of consumer experience offers every client an individual and the best channel for communication with the company.