The technology used in customer relationship management (CRM) has not become the remedy to provide consumers with exclusive, personalized treatment. At the beginning of the year, the insurance company Prudential had to apologize for a mistake in a marketing campaign in which data was revealed about... Continue reading

The conventional models of Customer Relationship Management are limited to gathering and storing all existing data on a company’s customers. Customer Intelligence goes much further: it analyzes all of this information in detail, and it presents tangible conclusions for management. Customer... Continue reading

The failures associated with CRM are inevitable. The key: an in-depth knowledge of the company and its customers A study carried out by the American company Bain & Company, author of the largest annual survey on the use that American companies make of management software, reveals that in 1989,... Continue reading

You will agree with me when I say that the customer is the company’s scarcest resource and most valuable asset. It’s the only thing that truly distinguishes it from the rest. Products are no longer the focus of Marketing Strategies because nothing makes them unique and distinct, as... Continue reading