Nine Objectives for Each Customer Contact

1. Identify Customer: “Repeat Customer”, “First Time Customer” or “Anonymous”

2. Recognize Customer: connect customer’s history, preferences, values

3. Fulfill: meet customer’s original purpose for this contact

4. Upgrade: motivate customer to upgrade current product or service

5. Cross-sell: another product, service or partner’s service

6. Expand: invite customer to graduate to higher customer tier, i.e. loyalty program, newsletter/email sign-up, event invite, complete “my profile”

7. Educate: the customer about the company, available channels, special interests, best practices, or how to use its products

8. Collect: data about the customer and experience

9. Generate Referrals: leverage the customer relationship to gather names of prospects