What Jay-Z Can Teach Us About CRM
Gary Lemke, Chief Customer Advocate
(July 9, 2013)
You have to love a good story about disruptive forces in the market. Consider Jay-Z's marketing savvy on display with the release of his new album and his attempt to make the direct connection with the fan base. In collaboration with Samsung, he offered one million free copies of his new album via an app on the company's smartphone. Unfortunately, things didn't go so well (see Glitches Mar Jay-Z's Album Release Via App).
Due to technical issues, users experienced delays in downloading the music. In response, the artist replied with a conciliatory tweet that included the words "must do better." Me thinks he also must do better at saying must do better.
For me, the bigger issue is that not so comfortable "after-feeling." The Wall Street Journal reported that, "Those who were able to download the album were turned off by the amount of personal information the app requested. The app also asked them to sign into Facebook or Twitter before they could use the app. Users were also required to send out an alert to a social account when they took basic steps like accessing song lyrics." Buying tweets with free music?
In response to disgruntled and uncomfortable fans, the artist's representatives said they have no plans to use any personal information gathered through the app. So why collect such intrusive information in the first place? Trust . . . busted.
Maybe it's more accurate to suggest CRM teaching Jay-Z.
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