The Case for Centralized Decisioning

Effective acquisition, retention, and development of customers have never been more important. Companies must regard every interaction with a customer – regardless of channel – as an opportunity to establish a dialogue and build or extend a relationship. Successful dialogues depend on effective decisions about customer treatment. These decisions must be made quickly, accurately, and consistently. This requires Centralized Customer Decisioning. Effective Centralized Customer Decisioning is a marketing-led business discipline with several key components: business rules, trade-offs and constraints, and complete customer information. Centralized Customer Decisioning delivers consistency, maximizes the value of customer information and ensures business control. Centralized Customer Decisioning is at the heart of effective marketing, and without Centralized Customer Decisioning, marketers cannot engage customers in interactive, cross-channel dialogues.

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