U is for Ubiquity
Good eCRM is everywhere and nowhere.
It’s not just about marketing messages but service messages that help me build confidence in buying online or offline from you.It’s helping me connect with other similar consumers to share reviews and recommendations.
It’s valued, relevant, engaging, and useful. Good for the customer and the organisation.
Bad eCRM is in your face.
It’s ignoring my privacy and preferences to send me unwanted communications.
It’s intrusive, pushy, irrelevant, exploitative, salesy
Do the good stuff, not the bad stuff