So, for instance, one thing that's real obvious would be to let customers themselves tell you how to communicate with them. Some customers would prefer hearing from you by email, while others would prefer hearing from you by postal mail, let's say. Others would prefer simply interacting online, not hearing from you at all. So the more choice you can give the customer, the better off you're going to be in terms of managing the relationship. You're trying to manage the relationship for the benefit of your company. The customer has no interest in how your company benefits. The customer is only interested in how his problem or his need is addressed. Then that's the perspective you're going to have to take if you want the customer to do something. So I guess the short answer is, sure, CMR makes a lot of sense. We just don't think we need a three-letter designator for it. Got enough acronyms and jargon out there already.
Hear more in Creating Customer Value, a SearchCRM.com monthly podcast series with Peppers and Rogers.
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