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. Continue reading