CRM just scratching the surface of using consumer data?

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December 31, 1969

Alan Mitchell writes in Brandrepublic about the fallacies of CRM and Social-CRM. He states that CRM is constantly outdated and does not reflect what the consumer truly wants.He has some valid points there, however, looking at it from a broader perspective he is missing the point how agencies could use the CRM data, and that is manly for inspiration. Alan says "So while Social CRM has its role, it doesn’t actually address the central question: how to build a closer, more trusting relationship between customers and organisations?" and that is where he fails in his argument. CRM provides us with the fantastic opportunity to learn about other purchase and behavioural patterns which can inspire us to think up engaging campaigns, which attract and benefit the consumer.

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