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socialfication
the intimacy imperative
SINCE THE 1990s, companies have attempted to use technology to develop a deeper understanding of their customers. This led to a new class of software, known as Customer Relationship Management (CRM), that claimed to allow businesses to better understand their customers and further monetize their relationship with them. Twenty years later, nearly every company in the world has some flavor of CRM in place. These solutions range from simple contact databases to highly complex systems that track customer purchases, website visits, service desk calls, and other contacts. Regardless of their cost or complexity, CRM systems all have the same purpose: to improve a company’s understanding of its customers and achieve ...
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