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21. The measurement of all interactions with customers could be enormously expensive. How do we decide what we need to capture? There is no pat answer to this. There are several factors that can mitigate the decision.
Whatever data is available is calibrated to the framework, and critical missing interactions are anticipated for the ongoing process. But whether you've applied these methods or not, working with Religence, you don't have to start from scratch. We have an interaction database, based on 30 years of experience in sales and marketing to draw upon to help you decide what is important. What we've found is that at different stages in the customer lifecycle you'll want to know a different level of detail. For example, early in the relationship, you're likely to want to know more than you will later on because you don't know what to expect. Or if your customer becomes unhappy, you'll want to ratchet up the amount of detail. We help you find a practical, economic balance—and use what you
are already capturing to your advantage. |
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