Getting to the bottom of Pandora's Box

Abstract

This paper proposes that the consumer perspective has been overlooked in implementing Customer Relationship Marketing (CRM). Examples are given of how firms have ignored the consumer side of the CRM promise, misused customer data and failed to recognize and act upon the strategic implications of CRM. Correcting this is critical as firms move forward with data-driven marketing, in the light of the movement towards consumer empowerment. The paper explains how companies can use customer data to fulfil the neglected customer service promise and lighten the burden on consumers caused by excess marketing pressure while increasing profits. [PUBLICATION ABSTRACT]