CRM has been discussed as the change to consumer marketing approach. As it stands the science that we describe as customer data system is a hybrid of one-to-one marketing (Peppers & Rogers), and (Pine) mass-customization Boulding et, al. (2005). The compiled consumer data created opportunity for theorist in marketing to suggest the landscape has change. Analyst that once looked at consumer product, then looked to service, now are looking at the customer. Advancements in the field of information technology is responsible for the new Customer Relationship Management (CRM) model Boulding et, al. (2005).
There has never been a time like the current age where the business can communicate on a massive scale personal messages. Data bases, programs, and system softwares are connecting consumers to personalized items through browsers, emails, and sms. Along with names, address, and telephone numbers the company database stores credit card information. Automation use program to alert consumer on bill cycles and accept payments twenty-four hours a day, seven days a week.
CRM has now been credited for changing the theoretical framework of marketing and forced new chapters to be written in the field. Some have argued that consumers always had the need to be catered to as no two people are alike. Even with the coffee drinkers some like creme, some sugar, and some black. Finally there is technology that can customize the individuals needs on a mass scale. Moving forward the focus may change again based on governing statues, and cultural shifts.
Reference
Boulding, W., Staelin, R., Ehret, M., & Johnston, W. J. (2005). A Customer Relationship Management Roadmap: What Is Known, Potential Pitfalls, and Where to Go. Journal Of Marketing, 69(4), 155-166. doi:10.1509/jmkg.2005.69.4.155
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