From CRM to CMR: How to make things work in the era of the connected customer
The idea that brands can decide how and when to engage their customers – on their terms and according to their rules – is out of date. Attempts to tell customers what to think or how to buy now receive short shrift from today’s savvy shoppers. As we enter the era of Consumer Managed Relationships, power has swung firmly back in favour of the customer.
The shift from CRM to CMR represents a sea-change in the dynamic between brands and consumers, with brands scrambling to...