CRuMmy!
CRM – Customer Relationship Managment revolutionized the way businesses manage relationships with their customers. It took alittle longer to catch on in the nonprofit world, but they now know it as Donor Relationship Management – DRM. The same thing really. When computer hardware and software technology entered the arena and dragged the whole notion of customer relationship management up from the dregs of scattered spreadsheets, handwritten notes on business cards or calendars, and one’s good [or failing] memory it was hailed as a revolution in marketing. The holy grail of building stronger and deeper relationships with customers based on their interests, past history, and..and… any number of other characteristics that could be quantified, digitized, and tossed into a database. Unfortunately today, as the technology has just taken off and inspired us to new heights of relationship building many companies are doing just the opposite. They are turning people off. We’ve gone from CRM to CRuMmy! Why is that do you think? I have a few ideas, but I’d like to hear from some of you.
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