When I wrote about dumb companies and smart CRM last month, one surprising concern I heard is that the CRM would be interpreted as spam by customers. The value, however, of smart CRM is that customers consider it relevant and value it.
My definition of spam
What most people consider spam is communications (primarily email but it can be push notifications, SMS messages or even robo-calls) that has not meaning to the user and the user easily sees that. It is communications that is sent to thousands or millions of customers (or potential customers) with the hope that a fraction of a percent will respond to it.One element that does not define spam normally is frequency. I met only get one message from a company (say a Canadian pharmacy selling cholesterol medicine) but because the message is undifferentiated and clearly not written for me personally, I consider it spam. Continue reading “Smart CRM is not spam”