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The metrics are set. That guarantees the consistency and coherence needed to manage within and across business units. How companies use the Religence Framework for their business process is not set at all. That is totally customized to their business; it is, after all, their process, their interactions with customers. The framework helps capture what they are doing already and optimize it for each market or customer segment within channel/product group combinations. Relationship Value and the variable costs to carry out each interaction are pre-assigned and pre-configured in an operational CRI tracking system. We have an interaction database, based on more than 30 years of experience in sales and marketing, to draw on as a place to start. When a company has been doing predictive modeling, we use that insight to help value the interactions as well. Then, using the tracking system as the interactions occur, a record is created, resulting in a real-time structured data stream. 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
data that can be used in real time, and the byproduct is a data
stream that can be used for later analysis and strategic planning.
With the Religence Framework for Customer Relationship Intelligence frontline staff knows where it is with individual customers day-to-day and is guided to make better and more profitable decisions in the moment. Managers know how well their strategy is working in real time and can make interim adjustments. Managers have real-time operational control. Managers track the cause-and-effect relationship between interactions and customer relationship metrics. Managers discover longer-term patterns and repeatable processes. With the Religence Framework for Customer Relationship Intelligence, executives can explain with more certainty how they achieve success with their strategies and how their organizations create value. They now have a way to measure the relative value of the process used, and a way to manage it with real-time operational control going forward. |
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