Relational data definition
What is it ?
Information that describes customers’ personal contact and assistance preferences, depending on preference for independence or interdependence as defined with the brand. This data is linked to people in relation to a specific service and is adaptive. The relational data provides an opportunity for the customer to co-create his or her relationship with the brand and a specific service.
What is it used for ?
Relational data is an opportunity for a customer to co-build their relationship with the brand and a specific service.