Customer Relationship Management (CRM) Reports Explained

A look at the 10 most important customer relationship management (CRM) reports from your CRM system.

Customer Relationship Management (CRM) systems can help a business gain a better understanding of who their customers are, what they are buying and also see how loyal the customer really is. The problem with CRM systems is that if you don’t run the right reports, you may not be getting an accurate picture of the customer and which products or services they like (and don’t like), and which products or services are the most profitable. This eCRM Guide article looks at the top 10 must-run CRM reports.


1. The DOA CRM Report

The DOA (or Dead on Arrival) CRM Report lets users know which products are the most error-prone or receive the most complaint calls from customers. The point of the report is to understand where customers are having problems and why, and it is derived from customer service calls and emails (including requests for refunds or exchanges) as well as customer surveys. This report is incredibly useful because it can pick up all kinds of little things that you missed or take for granted but the customer trips over, and can really hurt your business.

2. Quality Problems CRM report

The Top Quality Problems CRM Report tells you which product or products have the highest service costs. Quality problems turn into service cost expense and you want to spot these problems as soon as possible because they can be deadly, resulting in an otherwise wonderful product becoming horribly unprofitable due to (undiagnosed) service issues.

3. Most Profitable Service Offering CRM Report

The Most Profitable Service Offering CRM Report is valuable because oftentimes businesses don’t know which services are the most profitable. You may think you’ve got a great offering, but it’s only when you really look at who orders it and how much it costs to provide the service that you discover that you should subcontract it or get out of the business all together.

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This article was originally published on February 04, 2011

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