By using the knowledge that has been created, customer-facing staff can effectively strengthen relationships with customers to achieve an increase in sales and profitability.

Important issues to be addressed in this phase of InteractCM's Customer Management process include:

	A lack of employee and organisational understanding of how Customer Information is actioned to turn it into Customer Knowledge
	How Customer Knowledge is actioned to create value to the organisation and its customers

Activities that are required to achieve the objectives of this phase include:

	Development of growth and retention programs
	Delivery mechanism (infrastructure) of knowledge to people
	Training in cross-sell, lead management to deliver enduring relationships
	Scripted messages based on knowledge
	Culture for improved execution
	KPIs & rewards
	Setting targets

InteractCM's Products and Service offerings in this phase include:

	Empowering Customer Facing Staff
	Cross-Sell
	Customer Retention