contingency 
Customer Experience Matrix
MAY 23, 2012
Even careful testing can’t always capture all program steps or contingencies. It’s easy to make mistakes in setting up a marketing program, especially one with multiple stages, lead scoring models, and decision rules.
Customer Experience Matrix
APRIL 5, 2011
Most marketers find this easier to conceptualize than a massive campaign with separate branches for each contingency. The advantage is you can think in terms of new customers, loyal customers, disgruntled customers, etc., and specify how to treat each group after common events such as placing an order. Anyway, that’s the theory.
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Customer Experience Matrix
JANUARY 17, 2007
In particular, it gets difficult to model contingent behaviors: customers who act differently depending on their past experiences. Again I digress. The point is, a model using a spreadsheet, whether paper or electronic, can only get so complex before it becomes unwieldy.
Customer Experience Matrix
FEBRUARY 9, 2007
It can also be used for what-if scenarios: calculate the results of different sets of assumptions either to find optimal resource allocations or for risk analysis of different contingencies. Of course, more tactical decisions require increasing levels of detail in the model itself.
Customer Experience Matrix
AUGUST 4, 2022
It’s an environment where marketing plans are less a roadmap than a deck of contingency plans, any one of which might be played depending on how things develop. Consumers themselves are feeling the pinch of inflation and higher interest rates today, and worry about a recession tomorrow. What’s a marketer to do?
Customer Experience Matrix
AUGUST 25, 2017
That, in itself, is a contingency to plan for. This is the principle underlying all the previous items, but it's worth stating explicitly because there are surely other methods I haven't listed. If there’s a true black swan event – unpredictable, rare, and transformative – you might end up scrapping your system entirely.
Customer Experience Matrix
DECEMBER 15, 2011
The flow chart interface is based on the individual campaigns, and becomes impractically complex precisely when campaigns are expanded to accommodate too many contingencies. A customer-centered approach would develop rules for each situation rather than stringing together rules for many different situations.
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