From isolated interactions to a continuously updated model of the customer relationship Most companies know remarkably little about the actual state of their customer relationships. They know what customers purchased. They know when a support ticket was opened. They know whether an invoice was paid. They know whether a survey was answered. They know whether a customer logged into an application. They know whether a subscription was cancelled. What they often do not know is something much more important: Is this customer relationship healthy? That sounds like a simple question. It isn't. A customer can continue purchasing while becoming increasingly dissatisfied. A customer can give a high satisfaction score and then quietly leave. A customer can generate no complaints while gradually disengaging. A high-value account can look stable until several small operational failures accumulate and suddenly become a retention problem. The issue is not a lack of data. The issue is that custome...
This was another small discovery from a day that has already produced several different stories. Today was Moldova’s National Wine Day, which this year takes place on 3–4 October and celebrates its 25th edition. I have another post about the event itself, because trying to describe the entire day through a single bottle would not make much sense. This particular story actually started a few weeks earlier. Viorica had received a bottle from one of her customers — the company behind Mi Piace — and it had been sitting at home waiting for us to open it. I had not paid very much attention to it at the time. Then, while walking around National Wine Day today, I saw the Mi Piace stand amongst all the other producers and suddenly remembered the bottle. By the time we returned home, after tasting more than enough wine during the day, curiosity finally won. I had finished the wine I was drinking and decided that this was as good an opportunity as any to find out what exactly had been wa...