Customer Equity (portfolio) management, b

If my assertion  is correct, then the models, analytics and tools of the data-based relationship marketer / eCRM practitioner do, in fact, provide a “dot-to-dot” template with which to assure coverage optimization and hence optimal use of the firm’s limited resources. Over the next few entries, I will try to elaborate and illuminate this vision. In this space, however, I  can deal only  with a portion of the process issues and introduce an analytical framework. The technology infrastructure – data- warehouse, CTI for the contact center, the eCRM and/or SCM package are outside the scope of this discussion. 

In "my best of all possible worlds" , the Company's leader, the Office of the President, the CEO would have provided 2 over-arching frameworks in addition to using an equity approach to optimize profits and coverage.

Those 3 frameworks are best described in their original settings, the Harvard Business Review. 

The 3 frameworks of course are The Service Profit Chain and The Balanced Scorecard and what I describe simply as a modified activity-based costing model to understand market coverage costs.