Which customers need attention?
Use the available service, purchase and engagement history to test a more useful way to prioritise contact.
CUSTOMER INTELLIGENCE
Customer decisions on rules your business owns.
Connect the customer record to a decision your team needs to make. Start with one use case, test it on your own data, and keep the agreed logic, records and workflows behind it.
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A 30-day proof on one decision.
See customer work01 / THE GAP
The data kept growing. One customer truth never arrived.
Customer data is spread across the CRM, the email tool, the analytics account, the warehouse, and a spreadsheet someone guards. Ask the room which customers are worth keeping and you get five different answers.
Five definitions of value
01CRM02Email tool03Analytics account04Warehouse05The spreadsheet
Start thereOne customer decision, built against your own record.
The outcome measured and written back.
That is a decision problem before it is a data problem. Five definitions of value produce five treatments. One customer gets the discount, the win-back call, and the loyalty invitation in the same week. Another gets silence. No outcome flows back into a record anyone trusts, so nobody can say which treatment worked.
The fix is not a promise to unify everything. It is one customer decision worth improving, built against your own record, with the outcome measured and written back. Start there. The one customer truth gets built a decision at a time.
02 / EXAMPLE DECISIONS
Start with a question your team already faces.
Which enquiry should sales act on first?
Test whether the information you already hold helps the team choose its next call.
When should a message be held back?
Check whether recent complaints, purchases or contact history should change the next campaign action.
03 / WHAT WE BUILD
Build the parts the decision needs.
A customer intelligence build can include these six parts. The scope identifies which are needed and what your team will receive. The intended production environment, access and operating responsibilities are agreed before the build.
Your environmentFrom record to action
The governed record
Identity rules, source mappings, and one set of definitions for the customer record in your environment.
The signals
The behavioural, commercial, lifecycle, and service signals that show where each customer stands.
The decision logic
Scoring, segmentation, and next-best-action rules your team can inspect, version, and change.
The decisionThe activation
The working workflow where the decision changes an action: an offer made, a call queued, a message held back.
The measurement
The baseline, the outcomes against it, and the improvement backlog, readable by your team.
04 / THE FIRST 30 DAYS
The first month earns the next decision.
The first step is to map the customer decisions worth improving, rank the candidates and choose one to test. Before building the proof, we agree its test cases and the measure it needs to meet.
01Current-state map
02Ranked use cases
03Working proof, with test results
04 · DecideDecision pack
The recommendation may be to build, buy, change the process or stop.
The 30-day proof runs in your environment or, where access requires it, an agreed controlled NTWRK workspace. The scope records that boundary and the deliverables to be transferred. The proof is not production or a promise of return. A production build is scoped separately after the evidence is reviewed.
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A 30-day proof on one decision.
See how we work05 / FIND THE DECISION
Four questions find the decision.
Start with the customer decision your team repeats most often, or the one that costs the most when it goes wrong. Then ask:
- Is the decision repeated often, or material when it happens?Yes
- Can you describe what a better decision looks like, clearly enough to measure it?Yes
- Is the first-party data available, or are the gaps in it at least measurable?Yes
- Is there a real workflow where the result changes an action someone takes?Yes
Four yeses earn a controlled test, not an automatic build.
The test runs against cases you choose, and the scope sets out what is handed over either way. The argument for keeping the intelligence layer while the tools around it change is in the field note.
06 / BUILD OR BUY
Rent the standard. Build the distinctive.
Use an existing product when it handles the decision well, fits your workflow and gives you the access and records you need. A custom build has to earn the cost of maintaining it.
Build when the decision depends on knowledge specific to your business, the consequences justify the work and someone on your team can take responsibility for the result.
Data location is one part of the comparison. Some products work directly with your warehouse. Ask what else you can inspect, export and change: the definitions, decision rules, test results and history behind the output. Check which services must remain in place and what they will cost to run.
The 30-day recommendation compares those choices. If buying a product or changing the process is the better answer, that is the recommendation you receive.
The customer model and its dependencies
The customer model Yours
ActivationAnalyticsIdentityMessaging
Connected services
07 / Customer work already delivered
For Isuzu Australia, NTWRK worked on CRM, customer data governance, website personalisation and lead nurturing. It is one example of the customer work behind the method.
08 / FAQ
Before you scope a 30-day proof.
Do we need to replace our CRM or customer data platform?
That is a question for the assessment, not a starting assumption. The assessment looks at what your current systems can do, where the useful records sit and what the proposed decision requires. The recommendation may be to use more of what you already have.
Does our data need to be perfect?
The relevant data needs to be good enough to test the chosen decision. The assessment identifies missing fields, inconsistent definitions and access gaps. If those gaps prevent a useful test, the recommendation should make that clear before a wider build.
Will the proof be ready to run the customer journey?
No. It tests one idea against agreed cases and measures. Production requires a separate scope covering integration, permissions, monitoring, review and the people who will run the work.
How will we know whether it worked?
Before the proof is built, we agree the measure with you. The decision pack reports the test results and known limits against that measure. A successful test supports the next investment decision; it does not guarantee a commercial result.
START WITH THE DECISION
Bring the customer decision that should work better.
Thirty days later you have the evidence, the working proof, and a recommendation you can fund or decline. The four questions above tell you which decision to bring.
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First engagement: a 30-day proof on one decision.