Nilesh Joglekar
Setting The Context
The essence of
managing customer
relationships is treating
different customers
differently
The Purpose of Identification
1. Recognizing each
customer as that
customer, each time we
come in contact with
that customer
2. Linking those different
data points to develop a
full picture of each
particular
Refers not socustomer.
much to figuring out which customers we
want (that comes later).
Steps in identifying customers
Step 1 Step 2
Take inventory of Get Customers to
existing customer data Identify Themselves
Step 1: Take inventory of existing
Customer Data
Take an inventory of all of the customer data already available
in any kind of electronic format. Customer identification information
might be stored in several electronic places, such as on the Web
server or in the contact center database.
Adaptive Data
Persons intended purchases or even her feelings about a particular
political candidate that will need constant updating.
Note: This is not a binary classification, of course. In reality, some data are relatively more
stable or adaptive than other data.
What Does Identify Mean?
identity
Link and Integrate
Link Integrate
Recognize Store
Identifying
The customer who
information about
returns to a
individual customers
different part of must be linked,
the organization stored,
needs to be and maintained in
recognized as the one or several
same customer, electronic
Update and Analyze
Update Analyze