A business issue is the purpose behind the actions you offer to your customers. For example, actions which started with the purpose of retaining existing customers should be grouped under the business issue of Retention. Actions started with the purpose of acquiring new customers belong to the business issue of Acquisition.

Together, issues and groups form the organizing structure for your customer interactions. Each action you prepare for your customers is associated with an issue and a group. Because of that, you must always define the hierarchy before creating actions.

Business groups organize customer actions into categories. For example, as part of the business issue of Acquisition, you can create groups for products like Credit Cards, Mortgages, or Personal Loans, with the intention of offering these to potential new customers.

In addition to defining the issues and groups, you can add a short and long description for each issue and group that helps explain the intent and business purpose. For more information, see Manually defining the structure of business issues and groups.