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CRM 2 Definition

Page history last edited by Dick Lee 13 years, 7 months ago

 High-Yield Methods uses an extremely simple definition for CRM 2.0: Adding value to customers in ways that add value back to the company. In my many years consulting in this space, I've never approached an engagement from any other perspective. Moreover, clients readily latch onto the definition to the point where it's a mantra, with questions such as "Are we adding value to customers?" and "Will we receive value in return?" commonplace.

 

That said, being ever the contrarian, I wonder, "isn't  'CRM 2.0' really CRM '0.0?' We've consistently espoused this approach in consulting and writing both since the mid-1990s. However, "CRM 1.0," the deviation into technology for technology's sake, drowned out us and others taking the customer-centric view. Although exasperating in one sense, it's also rewarding to come back to the beginning after all these years.

Comments (1)

Miro Slodki said

at 3:35 pm on Jul 16, 2007

Fascinating perspective
I think Crm 2.0 needs to embrace a new set of customer centric principles. It will be (IMHO) part of the wave the marketing indeed business community will see as the era where customer "share of life" is the guiding principle.

With that comes a new set of principles that look to deepen relationships.

CRM 2.0 is more than new equipment and algorithms - its about empowerment, shared involvement and a long-term perspective/bias with customers founded on a platform that seeks to build the brand's value chain. Its not about LOYALTY. Consumers (to paraphrase Henry Kissinger) don't have 'friends', they have alliances.

Instead we will speak of affinities and the extent to which brands are able to be part of the solution(s) their customers are looking for.

Here in Canada, RBC the nation's largest bank is already embarking on this path in their effort to stay ahead of the curve.

My $0.02 anyways

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