Forget Kevin Bacon, customer-centric organizations need to create zero degrees of separation between themselves and their customers. The challenge is that customer contacts are created and stored in multiple applications such as sales, support, marketing and services. And, an individual contact can be active across many channels including social media, community, product and campaigns.
Predictive analytics is a powerful tool for creating an efficient and effective customer success organization. However, predictive analytics developed from intuition and hunches without proper validation can be detrimental to a business. Customer success teams need to understand the balance between customer coverage and predictive accuracy to identify false alarms and fire drills and know when to act to prevent churn. If not done properly, some scoring rules actually hurt rather than help the customer success organization.