Customer Recognition: The CI Keystone

August 29th, 2013

James McCormick

With contributors:

Dave Frankland , Robert Brosnan , Samantha Ngo

Summary

Marketers frequently bypass opportunities to optimally address customers across channels. Why? They struggle to associate an individual or a customer segment with most interactions across their touchpoints. Campaigns and customer touchpoints are built without full consideration of customer identity. This report describes how marketers and CI professionals can use a customer recognition framework together with touchpoint interaction keys to maximize opportunities to recognize customers as they move across channels. These can then guide campaign and channel road maps, as well as customer interactions.

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