This data identifies the propensity of a customer to act in predetermined ways.  The propensity to buy model tells you which customers are ready to make their purchase, and the propensity to churn model tells you which active customers are at risk.

A product-usage tracker records when and how much your customers use your product.

The amount of a product or service customers have utilized.

This is a record of your customer’s primary interface with you, and is a very reliable predictor of the state of your relationship – current and future.  Usually, this data is buried deep in log files and web logs, understandable only to the engineers and geeks in your company (and possibly CSMs in terms of [...]

A tool that uses an algorithm to predict who in your database is qualified or not qualified for a sale.

The branch of data mining concerned with the prediction of future probabilities and trends.

Playbooks instruct your team on how to best handle common situations.  Examples include playbooks for handling support issues, proactively dealing with product usage fluctuations and managing renewals. (See Best Practices)

Problems experienced by the customer, that hinder their ability to do business or have a positive experience

Operational data resides in a variety of systems – CRM, Support, Help Desk, Knowledge Base, Community, even emails, and relates to you and your company’s day-to-day interaction with your customers.  Depending on your business, it may even reside outside – in social media and other online channels.

The process of introducing new customers to your company, service and/or product in a systematic fashion.  It generally commences at the time of subscription or order placement and may continue for up to three months, depending on the complexity of the product or service.  The CSM is responsible for looking after the account and making sure the [...]