Historically I have been a advocate of CRM technology. Now I’m no longer sure if it’s going to survive long term; at least not without a radical shift in approach.
Service providers commit a lot of resources into keeping their customer data up to date, so that it can feed into delivering a more streamlined service to the individual, facilitate BI and power campaigns. There appears to now be a realisation that this approach is both expensive and, in reality, ineffective. They’re always playing catch up.
The ownership and management of this information shouldn’t be with the service provider. The information belongs to the individual, and how and when the information is used should be managed by the individual.
Are we on the brink of a personal information management revolution? The team at Mydex, a CIC (Community Interest Company), certainly present a good case, conceptualised as a PDS (Personal Data Store).
If you are interested in reading more about the concept of Personal Data Store, follow the links below:
- MyDex’s official website
- “The case for Personal Information Empowerment: The rise of personal data store”