One of the best quotes I've seen or heard lately with regard to Customer Relationship Management (CRM) systems that were all the branding rage just a couple years ago comes from Shaun Smith in his article, "Ten ways to screw up your brand" over at BrandChannel.com.
Shaun says that many organizations use CRM systems "...as blunt instruments to stalk, rather than woo, the customer."
He is so right.
Instead of learning more about customers in order to offer them value that is of known interest to them, too many brands merely use the knowledge gleaned from consumers to pummel them with offer after offer in the hope that they simply just buy more stuff.
Let's not forget the "relationship" in Customer Relationship Management. Making an offer does not constitute fostering a relationship.
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