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My Take: The Loyalty/Creep Line
Gary Lemke, Chief Customer Advocate   (June 12, 2012)
 
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Many organizations will privately admit they don't know their customers very well. When I listen to them lament the lack of customer intimacy, I can literally see that distant gaze as if they are imagining a blissful existence if they only knew their customers better. On the other end of the spectrum, some organizations know their customers way past the point of comfort for most customers. They make it their job. In fact, it is the job of credit reporting agencies.
 
Privacy? What Privacy?
 
While most don't think in such terms, it really boils down to the cost of privacy. The question is pertinent to both sides - the vendor and the customer.
 
Most people are willing to share personal information for a few points on a loyalty card or for a future discount. Most organizations have more customer information than they are using. The secret is to know the customer well enough to provide differentiated service but not so well as to creep them out.
 
Does your desire for customer intimacy create uncomfortable situations?
 
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Other CRMAdvocate "Takes"


06.11.12    Privacy? What Privacy?
06.08.12    Change Without Innovation
06.07.12    Innovative Soil
06.05.12    When is Change Innovative?
06.04.12    A Chameleon-Like Word
06.01.12    Do Your CX Practices Kill Empathy?
05.31.12    Customer for Life
05.30.12    Another Wish for You
 
more "takes"


 
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