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And we're still somehow surprised by the lack of understanding on this point. Maybe organizations never connect the dots? The people in them never see the continuum with referral business?

Great post. Another challenge I've seen is in getting companies, especially large ones, accustomed to addressing the entirety of the customer conversation. Old channels make it easy to hide from inadequacies in service and break down in communication. Mapping internal processes for addressing every issue is one way to address it, but there's no substitute for support from the top to get an initiative like this off the ground. And, most companies won't come to it on there own, they'll be forced into it by outside events that expose their inability to meet the expectations of the modern customer.

The dilemma about collecting & analyzing is a very actual one for every business. I see tons of posts about free analysis tools popping up like flowers in spring, yet no one really goes further down the road and actually does something with all that collected data, or find out how to read that information correctly. It's like with newsletters, we collect tons of email addresses and then always neglect to nurture our lists (and I am the first guilty in this).
I say, if you don't know how to use the data you collect, don't bother - even if it sounds silly - and spend your resources somewhere else.

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