What the business knows about who it serves.
WHY IT MATTERS
Customer knowledge held by individuals leaves with them, taking the relationship.
WHAT TO RECORD
Identity and contact details Who decides and who uses History of purchases and interactions Preferences and requirements Problems and how they were resolved Terms agreed Payment behaviour
WHY WHO DECIDES AND WHO USES
They are frequently different people and both matter.
WHAT PREFERENCES INCLUDE
How they want to be contacted Delivery and access arrangements Specifications they require Anything they have asked for previously
WHY PROBLEMS AND RESOLUTIONS
Repeating a problem a customer has already raised is the fastest way to lose them.
WHAT TO ESTABLISH
That every significant interaction is recorded.
WHY SIGNIFICANT ONLY
Recording everything produces volume nobody reads.
WHAT COUNTS AS SIGNIFICANT
Commitments made Complaints Changes to terms Anything the next person would need to know
WHAT TO AVOID RECORDING
Personal opinions about individuals Anything you would not want the customer to read
WHY
Records are disclosed in disputes and sometimes read by the person.
WHAT TO ESTABLISH ABOUT PRIVACY
That customer information is held lawfully and securely.
WHAT TO RESTRICT
Access to those who need it.
WHAT TO DO WHEN A RELATIONSHIP MANAGER CHANGES
Transfer the knowledge, deliberately.
WHAT THAT REQUIRES
The record being complete enough to be useful.
WHAT TO REVIEW
Whether anyone could serve the customer from the record alone.
