Comments on Make Marketing History: CRM Is Not About The Customer!

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CRM has come to represent the systems solution to ...

2007-04-11T09:32:00.000-07:00

CRM has come to represent the systems solution to not understanding your customers from the organisational inside. We should want to manage our relationship with our customers, for their benefit, but we should not want to DO CRM on them.

What was more unpleasant in the source article was the reference to 'loyalty management' - now THAT'S a horrible thought.

JohnI agree with your post. I see CRM too often us...

2007-04-09T16:49:00.000-07:00

John

I agree with your post. I see CRM too often used as a means to aggregate relationships that a company has with a customer. Unfortunately the busy staff member does not read that content and its context before diving into their telemarketing script.

They key is to understand the customers agenda( wants/needs etc) rather than managements agenda ( based on quarterly KPI's).

As you note, CRM can really work if you understand the customer, what they want, when they want it, where they want to buy it, at a price they find acceptable - all you have to do is treat them well as they go through those steps.

Hey John, I really liked this post. It's something...

2007-04-08T21:35:00.000-07:00

Hey John, I really liked this post. It's something that has been on my mind for a while now.

What I get from it: The difference between focusing on consumers in trying to get them to be interested and desire one's brand instead of trying to "convince" them (literally, usually trying too much) of doing so, which usually ends up in pushing them away.

Now the real question might be: How to focus on the consumers giving them just what's enough to make them want my brand?

Thanks, nice interesting bits.
Ron E.
http://brandcurve.com

Agreed. CRM's emphasis is on numbers which works t...

2007-04-08T13:51:00.000-07:00

Agreed. CRM's emphasis is on numbers which works to a point. That point is diminishing as people come alive with this age old yet new fangled conversation.