CRM as ‘push’

Many service organisations have bought CRM systems. CRM stands for customer relationship management, but in truth it has little to do with relationships and everything to do with selling.

The CRM system is used to capture information about what customers have bought. People in marketing think this will give clues as to what to promote to those customers by email or when they next call.

But how often does this interfere with the relationship rather than build it?