Yes, I have an implicit skepticism aimed at marketers who pose and posture as experts in that most ill conceived term, “customer relationship management.”
What’s wrong with the phrase itself? The word “management.” That automatically adds an arm’s-length distance instead of an embracing hug. And that’s why so many misguided marketers should relabel their boilerplate customer relationship management approach “customer elimination management.” Promulgators of “one to one” too often use that phrase as lip service and communicate “one to mob.”
Why would any sane and savvy marketer tell prospects, “You’re one of an anonymous bunch”? Online marketers, especially, should sharpen both their pencils and their wits. Would any of these off-putting (but actual) subject lines embrace you?
• Stay One Step Ahead with Real-Time Enterprise Technology
• Your 2006 Marketing Mix Has Lost Power
• How to Boost Your Super Bowl Ad ROI with a Clever Experiential-Plus-Microsite Campaign
• 101 Advice for Process Management Neophytes
• Solve your human resources needs
You get the idea. Except for the last, all have initial caps, a thoughtless admission of bulk e-mailing. All are either baffling or insulting.
Marketers half a century ago had an implicit notion of human psychology. Why don’t we?
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