Richard Huntington of Adliterate fame, offers an interesting viewpoint of CRM from the vantage point of a UK ad agency planner. This is a taste:
I own a car, I am a member of the AA, I have a number of bank accounts with high street banks, a mortgage, donate to a few charities, have my groceries delivered by a supermarket and and none of them manage a relationship with me. Sure they send me loads of un-targeted direct mail, a few blanket emails desperately trying to up-sell me and the odd utterly pointless "magazine". But it is hardly what we had come to expect from the CRM evangelists. Is the truth that it is practically impossible to turn communications into a relationship and to personalise the interaction sufficiently for it to make any sense? And is the truth that creating something approximating a relationship depends on so much technology that the actual relationship is with an algorithm and not a brand at all.
Read the whole post - it's quite interesting.
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