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Interactions

Interactions capture and track all touchpoints between an organization and its customers across multiple channels including email, phone, meetings, events, and social media. This use case enables comprehensive visibility into customer engagement by unifying interaction data from disparate systems, understanding interaction context through relationships to accounts and opportunities, and analyzing interaction patterns to measure engagement effectiveness and relationship strength.

The Challenge

Organizations face significant challenges in interaction management:

  • Interaction types — Managing different types of interactions (email, phone, meeting, event, social) with different characteristics
  • Interaction volume — High volumes of interactions across many customers and accounts
  • Data fragmentation — Interaction data scattered across email, calendar, CRM, social media, and other systems
  • Interaction context — Understanding interaction context and relationships to opportunities and accounts
  • Interaction quality — Distinguishing meaningful interactions from noise
  • Real-time tracking — Tracking interactions in real-time as they occur
  • Interaction analysis — Analyzing interaction patterns to understand engagement and effectiveness

Traditional interaction management systems operate in silos and lack the integrated view needed for comprehensive interaction understanding.

Why EKG is Required

Enterprise Knowledge Graphs provide powerful interaction management capabilities:

  • Unified interaction view — Connect all interaction information across systems and touchpoints
  • Relationship linking — Link interactions to contacts, accounts, and opportunities through graph relationships
  • Context understanding — Understand interaction context through relationships to other entities
  • Multi-touchpoint integration — Integrate interactions from email, calendar, CRM, social media, and other systems
  • Interaction analysis — Analyze interaction patterns and effectiveness using graph queries
  • Engagement scoring — Use graph relationships to score customer engagement based on interactions
  • Real-time updates — Federated approach enables real-time interaction updates from any source

Business Value

  • Customer engagement visibility — Clear visibility into customer engagement through interactions
  • Sales effectiveness — Understanding interaction patterns improves sales effectiveness
  • Relationship strength — Measuring interaction frequency and quality indicates relationship strength
  • Touchpoint optimization — Understanding effective interactions enables touchpoint optimization
  • Customer experience — Comprehensive interaction view improves customer experience

  • Activity Management - Interactions are the core component of Activity Management.

  • Contact Management - Interactions are tracked with contacts for relationship management.

  • Social Media - Interactions can leverage Social Media data for understanding social engagement and interactions.