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6 | Study
1.1.2 Isolated data gathering makes consolidation difficult
Data streams come from many different sources, and, to make matters
worse, they are gathered in isolated stages along the whole customer
lifecycle (see Figure 1).
Some typical touch points are:
> Starting with the initial contact, marketing generates segmentation
data (awareness stage).
> When buying a service (joining stage), installation process data and
customer details are generated by other parts of the organization.
> Traffic data is tracked for all installed customers (usage stage).
> Billing data is produced for all active customers (paying & using stage).
> For at-risk customers, additional evaluations are used to prevent the
customer from exiting.
> What's more, customer data is used for revenue management (revenue
analysis, reminders) and aggregated in financial management.
In theory, the customer lifecycle should provide many insights into individ-
ual customer behavior. In practice, operators are just beginning to exploit
this potential. Furthermore, the level of sophistication varies significantly
between operators. We will look at the reasons in the next section.
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Krell Industries EVOLUTION 202 manuali

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