Customer Decision Platform

 A Customer decision platform goes beyond a Customer Data platform by actually providing the decisions to be made - in real-time or batch. The decisioning process is embedded into the transformation of the data. You heard it hear first.

Next-Best-Action Decision Marketing Vs Segmentation Marketing - in a nutshell

Next best action decisioning looks at one person, and finds the best "message" for that person
The traditional segmentation approach considers a one message and finds the best "person" for that message

Interactive Customer Journey demo search

Following on from my previous post I googled 'interactive customer journey demo' to see if there were any demo examples similar to my own. The results were links to vendors 'requesting a demo' ; linking to a YouTube video or linking to a whitepaper. I believe that as software 'savy-ness' increases organisations will start to see through the marketing/sales/spam pitch and want to 'test-drive' what they maybe buying.

Interesting video

http://bradfrost.com/blog/post/death-to-bullshit-at-creative-mornings/

Ad sequencing and Customer Journeys

A very interesting article on Facebook on ad-sequencing . This sequenced approached is similar to work I am currently doing on customer journeys using NBA decisioning.  This approach also provides a quality signal between organisations which deploy this approach due to the higher creative and technical resources required.

Basic Mobile retention framework

Basic Mobile retention framework built on Jxs

Multi-channel and Multi-direction CRM

As the world becomes more connected and mobile, creative CRM designers and analyst have a great opportunity to reach customers on multiple channels - desktop online and mobile online being the most far reaching but also the traditional channels of call centre.  The question of working with inbound versus outbound channels will soon become irrelevant as propositions will be delivered on the most appropriate channel based on relevance.  

With a wider canvas for an organisation or individual to relay their message coordination becomes a far more critical factor. For example if I have presented a proposition to a customer via Mobile would it be wise to relay the exact same proposition via direct mail? These question regarding contact frequency become more complex. As tools become easier to use, CRM practitioners of the future will need to focus on proposition co-ordination and relevance.