Increasingly, organizations are focusing on understanding their customers to increase customer satisfaction and to maximize lifetime customer value. Insights gleaned from observing customers can drive product improvement, loyalty, word-of-mouth referrals and cross- and upselling.

Created for CIO Insight magazine, this diagram decodes current methods of customer tracking, retention, and acquisition. It shows the relationship between customer data, touch points, behaviors, data capture systems, customer databases, data integrity, customer segmentation, lists and targeted offers. The goal of the diagram is to provide a model of how organizations today track customers to retain them longer and acquire more.

Read the CIO Insight Magazine Article which accompanies this map.

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