We need to see a move towards transparent marketing - where we as marketers are prepared to let the customer call the shots, along with a better integration of relationship marketing and marketing measurement. An integrated customer feedback system is required - and one that must result in action. We need to remember what marketing is and what it means. As we identified earlier, "Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably."
In order to identify, anticipate and satisfy those requirements, we need to enter into a relationship with our customers: a relationship which is supported by technology, not dictated by it, a relationship which accommodates con- sumer preferences and does not expect consumers to accommodate us. But, the simple truth is that CRM projects will spill out enormous amounts of customer data. Too many companies believe that all they have to do is collect this data and they will be able to meet cross-selling objectives. Even the big companies get it wrong. There is often no consistency in advertising from one company to the next. Companies don't use their data, except perhaps to hold the office door open. Having explored the impact of relationship management, let's now define the role.