| Profitable business relationships, of which Customer | | | | particularly feelings - can be fully expressed and |
| Engagement is the best, are a simple matter of human | | | | satisfied. Customer Engagement is the culmination of |
| behaviour. Human behaviour is intrinsically fluid, so it | | | | that conversation when customer and supplier have |
| seems illogical to claim to have encapsulated it in the | | | | developed a "Customer Relationship" in which each is |
| computer. Yes, human behaviour is naturally complex, | | | | totally committed to the other's success and |
| but at the level that counts it is simple. Yet complex | | | | prosperity. It used to be said that "Unless everybody in |
| systems "to build relationships" are widely sold, only to | | | | a business is marketing that business, nobody is". As |
| disappoint, and are called "CRM". | | | | recognition of the need for a conversation grows the |
| If ever there were a misnomer it is "Customer | | | | need for everybody in the business to seek to take |
| Relationship Management System". As my colleague | | | | forward that conversation at every opportunity grows |
| David Butler, a true doyen of the IT industry, has | | | | with it. Sensitivity and involvement are essential. |
| pointed out CRM is simply customer record | | | | So is leadership. If the top management in your |
| management. Like all record management tools it | | | | business do not engage in these conversations that |
| cannot aspire to be predictive in a meaningful way. If | | | | are vital to building relationships then how can they |
| you plan on the basis of CRM you are in real danger | | | | expect a computer system to do it? |
| of steering the ship while looking backwards at the | | | | Attract and retain |
| wake. | | | | Businesses and governments across the globe are |
| If that were all it would be unfortunate that so many | | | | recognising the simple fact that there are not enough |
| have invested so much with so little return. Sadly that | | | | really talented people in the world to meet the growing |
| is not all. Many of the vendors that tempt firms into | | | | needs of business. Intelligent governments and |
| investment in systems solutions go one huge step too | | | | businesses are working together creatively to attract |
| far. In effect they say to management, "In volatile and | | | | and retain the best of the best people. Help is at hand |
| complex situations you are not up to running your | | | | as much evidence shows that the environment that |
| business effectively. Hand it over to us and we will run | | | | you build to foster top quality Customer Engagement is |
| it for you - at a cost", (normally a huge cost). But | | | | also the low cost way to attract and retain the very |
| Customer Engagement is a very human interaction. To | | | | talent you need to provide it. |
| pretend that a technological system can replace | | | | Having attracted the best of the best, however, a |
| humanity is frankly ludicrous. | | | | need emerges that goes beyond avoiding hassle. |
| A conversation and more | | | | Talented people need opportunities to use their talents. |
| Current marketing philosophy is at last becoming | | | | They also demand talented leadership that they can |
| enlightened. It holds that marketing can no longer be a | | | | respect and follow. Ask yourself if a computer system |
| one-way street. It is a human conversation between | | | | can hope to provide it? Customer Engagement can. |
| real people in which desires, needs and feelings - | | | | |