Dynamic Customer Strategy

CHAPTER 7

Turning Models Into Customers

Living in the Past is a Jethro Tull album, not a smart poker strategy.

—Richard Roeper

Introduction

You may not be familiar with either Jethro Tull, a rock band from the ‘70s and ‘80s or Richard Roeper, an apparent poker player, but living in the past is poor strategy indeed. Yet our models, without getting too philosophical, always represent the past because all of our data represent events that have already happened. How, then, can we take what we know and turn it into cash right now? To accomplish that objective, you have to be able to:

• Simplify your models for human operational use

• Create seamless customer conversations

• Convert those conversations into transactions, preferably without giving up ...