The need for a VPI strategy
‘Customer Relationship Management’ (CRM) can never deliver its hoped-for benefits because it’s constrained by a series of intrinsic flaws. The emerging alternative for organisations is to rely less on data collected about customers behind their backs and outside of their control, and to rely more of data volunteered by customers under their control.
Of course, this requires all sorts of changes in attitudes, processes, mechanisms, even business models. But my prediction is very simple. Over the coming five to ten years, organisations that get up to speed on this have a good chance of prospering. And those that fail to ‘get it’ will be left behind, hamstrung by two pretty damaging weaknesses: reduced ability to deliver customer value, and reduced customer trust.
I’ve written more about this for MyCustomer.com here.
The research on which this article is based is here.
Alan Mitchell
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