Permits mass customisation (resurgence of traditional values of the corner shop)
What is CRM?
- describes methodologies, software & net capabilities that help build customer relationships
- identifies & targets best customers
- form relationships aiming to improve customer satisfaction & maximise profits
- provides employees with information & processes required to know their customers
- assists improved sales by optimising information sharing & streamlining
Example: Clubcard is great example of business driven by CRM, enables experimentation and constant improvement, all invisible to competitors. Its success is unique to supermarket structure (frequent purchases, multiple categories etc.).
Marketing Week argues that web 2.0 provides opportunity to access before-the-event, rather than after-the-event, information. Suggests if app. safeguards in place, individual volunteered information (rather than corporate generation) we could move from predictive models to respond rapidly to actual signals of demand.
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