With CRM technologies evolving, one of the important selling points has been the ability of CRM systems to provide a 360 degree view of the customer. Having an integrated view of the customer has helped organizations to keep all departments (Sales, Service, Finance etc.) on the same page and thus in turn provide a consistent service to the customer. Essentially, what has been captured in the 360 degrees view is the transactional behavior of the customer.

The transactional data has been mainly classified under 3 sub categories: 1) Transaction data like sales orders, billing, receivables and warranties 2) Account data that would include receivables, outstanding balance, account hierarchies and credit history and 3) Interaction data, essentially capturing communication from all customer touch points like emails, chat and call center.

Now the time has come to add another sub category that I would term as "Behavioral Metrics," which is fundamentally capturing the...