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The creation of highly relevant
personalized communications requires access to data – not necessarily detailed client profile
data – but data and knowledge that is, or can be, related to the client, including all previous
interactions and communications. Client-related data however, is typically distributed across
many functional departments and workgroups, and consequently is difficult to access. Many
enterprise relationship management programs have failed due to the cost and complexity of
attempting to create a centralized unified client database.
Rather than
having to rely upon an
integrated single-source client view at the outset, we take a new and
simpler approach – reversing the process to build a 'Virtual Touchpoint' database from the
ground up, one client interaction at a time.
Relevant data
embodied within the intelligent documents – even the source and rules used to derive that data – can be extracted in the
normal course of client communications, and used to incrementally build a
single-image
interaction database that encapsulates
all client touchpoint experiences.
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