For Customer Intelligence Professionals

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	January 9, 2007 How Technology Enables Inbound Marketing Evaluate Interaction Management To Optimize Real-Time Recommendations by Suresh Vittal with Elana Anderson, Jennifer Joseph	Average: 8  (3 ratings)

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Executive Summary

Most firms use or plan to use inbound customer interactions as an opportunity to cross-sell and upsell their products and services. Inbound channels are attractive to marketers — there's no clutter to cut through. But, marketers that use these channels just to push more products risk creating negative customer experiences, lowering customer satisfaction, increasing attrition, and degrading their brands. To avoid these potential pitfalls, firms should evaluate interaction management software which applies business rules and real-time analytics to a customer profile made up of historical and contextual data.

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