No joke
No joke
And while we're on the subject of jokes … try "customer service". That's it. Just those two words are a "joke" in many UK organisations. There is more attention paid to the subject than ever before, but it seems from my viewpoint (what do you mean cranky and curmudgeonly) that there is less "real"customer service. Computer systems may track me, monitor me, assess me and define my "relationship" with increasing numbers of organisations, but all I really want is for individuals in those organisations to treat me like I really meant something. I want a degree of loyalty – not a lack of interest(or worse) because my "profile" has changed. The word "relationship"implies a longer-term interaction but many CRM systems seem to work on my current spending profile. Similarly, I don't want to receive offers that have nothing to do with my current interactions with an organisation – if I want additional services, I will seek them out. But CRM is a function of "marketing";it is not really about building customer relationships (and loyalty). There's the joke!
