I believe CRM is built on a fallacy because customers don’t want a relationship with their bank or their grocer or their supermarket.
Tesco does not have a CRM programme. Tesco has a loyalty scheme and what this is saying is, ‘we get your data for giving you money back, and with the data we will give you a more relevant experience in our shops because you choose to shop there’.
Much of the hype surrounding CRM overlooked the customer. There was nothing in it for the customer. CRM became a means of doing things more cheaply – such as introducing a paperless relationship and offering the customer a £5 discount for signing up online. And many customers were underwhelmed by such propositions.
In many systems, the whole is not the sum of its parts. The system takes on its nature by the interactions of its parts.
Author: Arthur M. Schneiderman
Subjects: Customer Related, IT / Technology / E-Business