InteractCM - Fact Sheet - Customer Data Enrichment

Whilst InteractCM's Advanced Customer Profile (ACP) defines the full set of types of data that are required by successful CM, typically organisations do not record such a depth or breadth of customer data, even for their high value and high potential value customers.

Generally an organisation's customer information is suited more to operational purposes, such as basic customer information, products and services held by the customer and possibly some customer inter-relationship data. This starting point is not adequate for full achievement of the benefits of CM.

Measures to enrich customer data must be managed carefully. A clear priority must be given to those customers judged to be high value and potential high value customers.



	Costly data acquisition programs that do not align to targeted high value groups
	Loss of high value customers
	Loss of potentially high value customers
	Low cross sell rates


	Data enrichment and acquisition costs are managed in a controlled manner
	More effective nurturing of the customer base with appropriate customer information
	High value and customers with high potential are retained
	Cross-sell and up-sell rates can be dramatically improved through focused sales efforts on high potential and high value customers

The objective is to have the appropriate level of enriched data for each major segment of customers.

A number of practical issues need to be addressed in order to manage the process and program of work to enhance the types of customer data recorded by an organisation. In addition, InteractCM's approach is tailored to progressively gathering data over time as the relationship with the customer grows and develops.

InteractCM has a proven methodology that balances the costs with the anticipated benefits from recording further types of data held for a customer. InteractCM's Advanced Customer Profile (ACP) serves as an excellent reference point in this data enhancement activity.

Please fill out the form below and we will get in contact regarding how we might assist you with this offering.

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