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High-Level Overview: Why You Should Care The
Religence Framework is a new unifying framework to manage customer
acquisition, closing, and retention as a continuum across the entire
customer lifecycle. It establishes unifying customer relationship
metrics to track cause and effect. It embeds a deliberate, systematic
process using the unifying framework and the metrics to build profitable
customer relationships and execute strategy. It uses existing technology
systems and builds on and improves existing methods. It is a new
breakthrough way to manage sales and marketing by measuring and
managing—what sales and marketing and customer service have in common—the
development of the customer relationship. Managing the development of the customer relationship across the continuum of acquisition, closing, and retention in the context of strategy is new. Typically marketing, sales, and customer service are managed discretely as separate organizations or silos and measured on how tasks are performed, not for their part in developing the customer relationship and executing strategy. With multiple organizations like this no one is in charge of the customer relationship and thus no one takes responsibility for it. Our unifying framework and unifying customer relationship metrics make it possible for collaboration on the development of profitable customer relationships operationally in real time. The operational data is tied to the individual customer where it is used for decision making and process improvement. The data stream created for day-to-day operational feedback gets double use. It can be aggregated and used in later analysis and long-term planning. This new customer relationship data provides an actionable context to compare and contrast with the data already being stored today in data warehouses—enhancing data mining and predictive modeling. Intelligence is built into, embedded within, the process—deliberately, in advance, making it more like data farming than data mining. The Religence Framework helps the discipline of business intelligence graduate from the hunter-gatherer stage of information management to the data-farming stage. To quote a reviewer of our CEO's new book Customer Relationship Intelligence: A Breakthrough Way to Measure and Manage Sales and Marketing:
Richard Taylor writes software by day and is the Chair and Founder of the Software Development Forum Business Intelligence Special Interest Group by night. |
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