What If Your CRM Strategy Were Just a Mirage? Part 3: Customer-Managed Interaction Strategies

by Gabriele Piccoli

In my previous Advisors in this three-part series, I have made the case that customer relationship management (CRM) strategies that seek to deliver personalization, inference, consultation, and advice based on customer data your organization collects have an inherent limitation (see " What If Your CRM Strategy Were Just a Mirage? Part 1: The Inherent Limitations of CRM," 23 November 2005 and " What If Your CRM Strategy Were Just a Mirage? Part 2: Customer-Managed Interactions," 7 December 2005). They are based on historical firm-specific data. But customers transact with many organizations in a given market and there are a number of unforeseeable events that can't be predicted even by the best inference systems.

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What If Your CRM Strategy Were Just a Mirage? Part 3: Customer-Managed Interaction StrategiesWed Dec 21 14:31:25 CST 2005