“CSI” – Can it improve your ratings?
Posted by Bruce Robertson on Wed, Sep 29, 2010
Mention the initials “CSI” and many people think of a popular television show about crime scene investigators. But an important new definition is emerging, and it’s worth taking note of.
Customer Strategy and Interaction (CSI) is an intensely focused and data-driven approach to measuring and maximizing value in every client-service experience.
You might ask, but isn’t that what Customer Relationship Management (CRM) is supposed to do? Yes… and no. CRM is a macro company-wide process to put every department on the same client-focused page. CRM synchronizes and organizes. It creates a vital integrated framework to ensure everyone is “facing” your clients – responsive to their needs as well as to cross-selling opportunities.
CSI is a specialized process within the CRM framework, or as a complement to CRM. It provides a detailed profile of what your customer wants: when, how and why. And it helps you develop operational strategies to capitalize on this knowledge.
CSI detective work incorporates “hard” account data gleaned from your CRM system and ERP information base, as well as “soft” market intelligence from statistical and online behavioral inputs. We’re talking about what one analyst called “heaping mounds of excellent data” that go largely un-mined by most firms. From this material, CSI builds a personalized profile enabling you to take the full measure of a client.
In other words: where CRM provides an all-embracing framework, CSI helps you more accurately focus on each customer individually.
Come think of it, CSI might make your organization a hit show.
To find out more, contact us.