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No room for half measures in CRM
The market view:
Jason Compton
Half measures in customer relationship management (CRM) strategies baffle me.
A few years ago I noticed that the ski resort I visit once a year had beefed up
its CRM efforts. It had dispensed with
generic punched paper tickets with daily passphrase codes, and started issuing more sophisticated, personalised lift
tickets with barcodes. Instead of checking passphrases, lift operators were issued with heavy-duty barcode scanners to
validate passes and - this is the clever part - monitor skiing patterns.
Since putting this plan into effect, the resort operator has sent me seasonal
mailers, presumably targeted at the
customer segment into which my
patronage has slotted me.
But on my latest trip, in January, I noticed something odd. When I bought
a multi-day ticket, the counter agent
dutifully asked...