X is for X-Ray
Ok, so I got stuck on X.
But what we are trying to do with eCRM is to get under the skin of the customer and really understand them.
We have to remember,however, that an X-ray is just a snapshot in time and can often give a much distorted view of what is actually going on. Whether or not the customer is one of our best or is worthy of cross or up sell communications can't be determined as a one off.
Today’s Open and Clicks, yesterday’s Social Mentions are of no use without understanding the context and trend within which they sit.