Reflecting on the insights gained from the latest publication of Jim Heskett one might wonder if the stage of CRM will come to an end at last.
The traditional thinking of that a enterprise (even more worse: the marketing department) owns the customer is – for me- more and more replaced by the insight that customers finally start ruling markets.
Customers – networking or collaborating – create the value and relationships in more and more commoditized markets.
Implying amongst others the end of CRM as we knew it, the end of traditional advertising and direct marketing efforts. Just like newspapers and tradional journalism as gatekeepers to information is from a past era, in the forthcoming “Post Depression ERA” the traditional marketing and CRM-based philosophies seem to be out of place!