Far too often I hear company executive talk about “managing their customers.” Customers are people who pay your salary, not widgets to be managed.
You can manage expectations, but managing people for profitability is just…wrong.
Let’s talk instead about building trust, value, and long term relationships for enduring loyalty. And yes, profits. Profits come after building trust and value.
Today I’ve published a new piece on Medium talking about how CRM is often used to mean software instead of the relationship itself. You may read the article here: Don’t Manage Customer Relationships. Build Them.