Customer Experience Matrix Customer Contact Context is a Combination of: Slot, Customer Attributes, Customer History, Environment

• Slot:

The channel, location or system at which a contact takes place. A contact may involve several slots simultaneously. Simple examples are multiple advertisements on a Web page and multiple messages presented within a telemarketing script. A more complex example is a Web page displayed on a kiosk in a retail store: the context includes not only messages presented on the Web page, but also those displayed elsewhere in the store. When multiple slots are present, treatment rules must take them all into account to avoid conflicting messages. More about Customer Experience Slots

• Customer Attributes:

These include demographics, location (e.g. home or office address), stated and inferred channel preferences, known and derived needs, and other characteristics. Many attributes are fairly stable because they rarely change or changes are not reported. Others change frequently based on the customer’s situation. An auto insurance customer who has just reported an accident has a new need for repair services and a host of other predictable  needs that are probably related to location. Some attributes are useful in conjunction with the location slot: a customer who is away from home or in a new store may act differently than she does in her local home environment.

• Customer History:

Previous interactions, messages, channel usage, products purchased, and other experience data sets. These provide insight into customer needs and help determine which messages are likely to be effective. Companies often have specific business rules based on customer history, such as limits on the number of offers or sales calls made during a specific time period, restrictions on credit allowance and payment terms or product refunds related to past payment and purchase history.

• Environment:

External factors including weather, economic and political conditions, and competitive activities. These can be used in treatment rules only if they are known at the time of the contact. Information discovered after the fact (for example, by posting from an external data source) can still be applied for analytical purposes. If a particular variable proves important enough, a way may be found to capture it or infer its value as contacts take place. External factors are often related to location, and are frequently shared by customers who live or work near each other.

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