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My Take: The Collision of Data and Trust
Gary Lemke, Chief Customer Advocate   (June 13, 2012)
 
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Traditional CRM systems are built on information. But customer relationships aren't built on information.
 
Relationships are built on trust. The intersection - or perhaps collision - of information gathering/analysis versus trust is why people cherish their privacy (see what privacy? and the loyalty/creep line).
 
In reciprocal relationships of trust, it goes something like this: "I’ll share with you my deep thoughts if you’ll share yours with me."
 
In the messy world of commerce when one party focuses too much on acquiring and leveraging information, trust can’t help but be compromised, if not breached.
 
The problem with traditional CRM is that it turns people into data and relationships into rules of engagement. Technology has no empathy, and a database will never be as responsive as a trusted person.
 
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Other CRMAdvocate "Takes"


06.12.12    The Loyalty/Creep Line
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
 
more "takes"


 
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