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A New Form of Customer Relations:
• Personalization of customer contacts (customer profile, history, etc.).
This factor involves changes to the business functions that are involved in a relations with an individual customer:
- Product Sales Order must be redesigned to tailor its contacts to each individual customer. Sales contact sessions will be driven by a structured customer profile that ensures consideration of previous sales, with continuity and consistency from one contact to another.
- Product Contract Support must be redesigned to tailor its contacts to each individual customer. Support contact sessions will be driven by a structured customer profile that ensures consideration of previous sales and support sessions, as well as known product bugs and deficiencies.
It also involves changes to the associated subsystem data objects:
- Customer Market Data Object must be expanded to include more detailed and consistent information on each customer's needs, preferences, and level of satisfaction with previous contacts and product performance. This information must be immediately accessible by the Product Sales Order and Product Contact Support functions.
- Customer Market Relationship Data Object must be expanded to include a complete and accurate history of each customer's contacts and interactions with the company. This information must be immediately accessible by the Product Sales Order and Product Contact Support functions.
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