As business moves closer to a real-time climate, the need for front-line decision-makers to be instantly notified of issues and concerns becomes more critical. As information - especially customer interactions - is captured, the need for sales, marketing, service, and possibly finance and operations to react could be critical to saving an order, expanding a relationship or saving a customer.

Triggers and alerts are the newest requirement from the customer-facing organization. Customers clue us into their moods and intentions during each interaction. If those interactions can be evaluated, disseminated and acted upon, customer-related issues can be proactively mitigated before resulting in sales losses or churn. One way to break down triggers and alerts is as follows:

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