Effective acquisition, retention and development of customers has never been more important. Leading companies regard every interaction with a customer as an opportunity to establish a dialogue and build or extend a relationship.
A good customer dialogue develops over time and across channels. Along the way, marketers must make many decisions about how to treat customers; what to say next, what to offer and how to respond to inquiries. If these customer treatment decisions are not managed systematically and made in a way that truly engages customers, no dialogue can be established and no relationship of value can be built.
Successful Centralized Customer Decision Management has four essential components:
- A sense of the dialogue desired and how customer treatment decisions will guide the dialogue.
- The rules and logic that power each decision.
- An understanding of the ever-changing trade-offs and constraints that form the context in which decisions must be made, and the ability to optimize results based on these constraints.
- The ability to leverage complete customer information, especially the history of interaction with each customer leading up to the decision, and the immediate context of the current interaction.
Centralized Customer Decision Management delivers consistency, maximizes the value of customer information and ensures business control.