Sunday Jan 17, 2010

It's not all about offers

Unfortunately for too many people managing their company's relationship with their customers is all about offers. This narrow view of the customer fails to realize that there are many decisions that the company makes day to day that affect the relationship of the company with the customer. These decisions include:

  • Selection of content to present to the customer
  • Selection of process and process alternatives
  • Product offerings
  • Offers
  • Solution to product or service issues
  • Proactive notifications
  • Fraud detection and avoidance

These decisions are made in the context of different business goals. Like:

  • Increasing revenue
  • Reducing cost
  • Enhancing customers' wallet share
  • Increasing brand recognition
  • Fulfilling partner commitments
  • Providing good customer service
  • Increasing loyalty
  • Controlling fraud

The catalog of possible selections for each decision con come from many sources, including:

  • Campaign management
  • Content management
  • Product catalog
  • Risk Rules
  • Process actions

RTD was designed from the ground up to optimize this variaty of decisions balancing the many competing business goals and selecting items from many different sources, without necessarily owning the metadata for these items. This is in contrast with the view of the world where everything looks like offers and the only goal that matters is immediate increase in revenue.

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Issues related to Oracle Real-Time Decisions (RTD). Entries include implementation tips, technology descriptions and items of general interest to the RTD community.

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