In the reflective spirit of a new year, let’s start 2001 with a review of some lessons learned about technology-enabled marketing lessons both from this column and the front pages of the public press lessons of what to and what not to do. Interestingly, lessons learned from the e- commerce experience in the past year apply to CRM technology implementations as well. Now, I am indeed creating an artificial distinction between Web and CRM, even though the Web is a key CRM channel. In this article, Web will refer primarily to e-commerce, while CRM refers to the broad range of customer- facing technologies that assist in customer retention.
Without question, the lesson of the year 2000 is profit. The bottom line ultimately “makes the world go 'round.” A business case that addresses customer behavior today must generate profit tomorrow not always an easy task. Such cases require not only a strong sense of the future, but a solid grounding in the profit-implying realities of customer behavior today.
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