The process depicted in Figure 40 shows which information objects are derived from the Marketing & Customer Care Process. Within the first process step all communication channels are used to reach potential customers. Feedback & Complaints from pre existing customers are collected and analyzed to create customer feedback documentations and results for customer surveys. Product is used to enhance existing customer profiles. One aspect of the customer profile is loyalty programs where loyalty accounts of customers are managed. From all analytical reports and marketing campaign data direct marketing procedures and guidelines are created and used for further sales activities.