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22. How does the operational CRI tracking system work? Once you know what interactions you want to track in the process to develop customer relationships, the value of the interactions in developing the relationship and their cost are pre-configured and then embedded in a database, which will be accessed by an operational CRI tracking system. Then
as the customer relationship process plays out, the person using
the operational CRI tracking system selects the interaction that
just happened to record it and plans the next. With sophistication,
the next interaction to build the relationship can be suggested
automatically, by a decision engine drawing on the past experience
of interaction flows, not just selected by the person using the
system. In either case, the individual has control of the choice of what to do next and makes and records that choice with a simple point and click—creating a structured data stream in the process. The relationship is quantified automatically, without tedious data entry, making the job of the people on the frontline with customers easier—and more effective. In addition to the personal tactics, which the individual controls, the operational CRI tracking system also captures and quantifies automatically interactions related to all the other tactics used in Acquisition, Closing, and Retention in the customer relationship process to carry out the strategy. The operational CRI tracking system can be on demand or as an internal deployment on existing applications. The person using the system can call up a new window on an application they are already familiar with. The process is simple enough that it could be programmed for a hand-held device: tablet PC, PDA, or one of the newer cell phones. The operational CRI tracking system is a critical part of the Religence Framework. It provides the operational data and actionable feedback to track progress in how plans to develop the customer relationship are being implemented. 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. For more about the operational CRI tracking system, please see our
CEO's new book Customer Relationship Intelligence: A Breakthrough
Way to Measure and Manage Sales and Marketing. Take a look at Chapter
Seven particularly. |
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