One of the major questions that organizations are struggling with today is "What is the optimal number of times I should contact customers each year?" In the absence of an answer based on sound analytics, many organizations are arbitrarily establishing business rules that limit the number of contacts for a given customer within a month or quarter. While not ideal, defining hard limits is one way to gain control, especially for very large organizations with many business lines that have access to the same set of customer names.
How do you answer this question, and what can you do to ensure that you continue to have a relationship with customers without overcommunicating? Conduct a contact- frequency analysis, experience firsthand what customers actually receive and ask customers!
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