Michael Schrage

You want to talk CRM? You want to talk about sustainable sources of strategic advantage? Let me emphatically state: If you don’t have infrastructures or apps that make it easy for your best and most profitable customers to give you ideas about how you can do better and be better, you need to rethink what digital networks can and should mean in your organization.

Any company that sells products or services online needs to provide the means to encourage customers not just to whine and complain but also to suggest and enhance. That’s not hard technically. Alas, what’s technically easy all too often means nothing to the cultural, organizational and managerial resistance that defies cost-effective implementation. If you want smart feedback, you have to design for it. Even a little respect goes a long way.

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