Customer Retention by Extraordinary Means Is Not CRM
As we contemplate what’s next in CRM from such innovations as the rapid assimilation of artificial intelligence, it’s good to consider where we’ve been and human nature. These two concerns overlap, and not necessarily in a good way. A few years ago, there was concern about how some vendors could abuse CRM, and although we overcame at least some of those concerns, it is always wise to keep a weather eye on the horizon. Then, and even now, some vendors would use CRM, especially in service desk applications, to rebuff or turn away customers seeking redress of product and service issues. That was easy enough to do. The basic tactic is to channel a call into a doom loop where customers can select options but not make progress. I am sure you’ve been there. Even when you are sure you are being taken to a real person, you detour to some unhelpful sideshow. It used to be worse. Sometimes the “CRM” system would simply disconnect you. This vicious cycle spawned a movement with the unexcitin...