By acknowledging when consumers interact with brands, we can ensure our engagement is aptly timed and guarantee an improved response rate. Furthermore, by developing a more sophisticated view of each customer type, we can begin to interpret how they will react to campaigns and anticipate variables that may deter from their usual behavioural patterns.
The challenge of CRM is not the efficiency with which we keep track of the customer, but determining how the consumer wants to interact with the brand. When we get this right, both the customer and the product can reap rewards.
Kevin Slatter, MD, G2 Data Dynamics