|
12. HOW to Profit from Operational Data in Real Time and Right Time. The Religence Framework for Customer Relationship Intelligence captures and structures important interaction data on how relationships are developed and what it costs. Real-time management and a whole new level of analysis are now possible. The Religence Framework enables the people on the frontline in marketing, sales, and customer retention to see, right then, what is happening with an individual customer and how it compares to previously successful patterns. That allows them to make better and more profitable decisions in the moment, as they develop relationships with customers. Managers can watch what is working and how profit is being earned in real time, to make interim adjustments. Managers don’t have to wait until the end of a cycle or the end of the year. The more real-time the interaction data collection, the more real-time the management. Customer Relationship Wings™
Operational data tied to the individual is huge. Data in aggregate is fine for long-term planning, but not as useful for day-to-day operations except to compare and contrast. The beauty of the Religence Framework for Customer Relationship Intelligence is that it collects operational interaction data that can be used in real time, and the byproduct is a data stream that can be used for later analysis. Most decision support or transaction processing systems collect data for later analysis, so being real-time is not necessary or practical. For them, being “right-time” is good enough. The real-time operational data from the Religence Framework will be ready to be aggregated with data from other systems whenever it is “right-time.”
To summarize, the interaction process across the entire customer relationship is how strategy is brought to life, how it is executed, and how profit is tied directly to customer relationships. Interactions happen in real time. Measuring interactions measures how strategy is working in real time in sales and marketing. It is how strategy is linked to execution.
|
|
