What is the best KPI to measure your customer relationship? Of course, you hear about NPS, sales and many more sophisticated ways to take the pulse, but at the end of the day, you are seeking to drive behaviour change.

Now, the problem we are dealing with is having CRMs, CLM (Close-Loop-Marketing), and many more tools with a lot of data categorised and with reasonably low usage adoption from Marketers.

Why not? Well, the missing link is that it is still difficult to link up a brand message within a brand touchpoint with a customer’s behaviour. Then, of course, you have the sales reps qualifying a visit, sliding up and down, left and right on his tablet, but with the increasing amount of non-personal promotional channels, the loop of insights is less easy to read.