Customer Relationship Management (CRM) is so much more than a customer list and knowing a few birthdays and zip codes. Columnist Ramon Ray makes the case for CRM in building loyalty through delightful customer experiences.
David Lacroix's insight:
Be careful with CRM: to build a great brand royalty, you not only have to improve your consumer's database, but to create delighting experiences.Today there's no differentiation with services but with experience. How do you think about that?