Decisions about customer interactions must take into account each customer's likely behavior. At each individual contact with the customer the business must consider the relative likelihood of the customer responding to an offer, taking his or her patronage elsewhere or causing some loss to the business. The business that can determine and implement a personalized management strategy for each customer has the means of ensuring that the most suitable decisions are made in accordance with its overall objectives.
A good data driven Decision Support System comprises a suite of active decision management offerings which is proven not only to help businesses make better decisions, but also to implement those decisions in each customer contact and monitor the results. This ensures a far more responsive, customer-focused and ultimately successful business.
Customers interact with an organization through many different channels: branches, intermediaries, direct mail and e-mail, call centre, website, sales force, interactive TV etc. My DSS system would be designed to interface seamlessly with any customer handling system, adding intelligence to the customer interaction, regardless of the channel used. Changes to the way customers are handled can be immediately implemented in every channel with no maintenance required.
The database management system would allow managers and decision makers to