Call it what you want. Customer Relationship Management. Trust Relationship Management. Experiential based marketing. Brand Advocacy. CRM is about delivering relevant experiences through interactions that sense and respond to the many ways customers want to engage and buy today. Yes, CRM has been around for a while. But the CRM as we know it no longer exists. Why? Because today we're in an environment where customers have a greater voice in how the brand is communicated and where potential relationships reside in a highly distributed environment.
Some say that relationships are part guesswork, part instinct and part schmooze. For marketers it's likely a good blend of all 3. P.T. Barnum famously said "every crowd has a silver lining..." but P.T. Barnum was no fool; he knew there was a bit of guesswork, instinct and schmooze to every fish they reeled in.
Sometimes, the unthinkable happens. You get dumped by a client. Now, there are many reasons for the break-up -- lack of communication, someone feeling unappreciated, growing apart and even a third party. Sound familiar?