A customer is delighted to discover a new grocery delivery startup. He sends in suggestions he hopes will improve the service. In return he receives a stream of promotional emails. The customer feels ignored and cuts his order.
Despite an $11bn annual spend on customer relationship management (CRM) technology, businesses continue to alienate customers by failing to meet their needs and expectations, Jill Avery, Susan Fournier and John Wittenbraker write for Harvard Business Review.
The solution? Learn to categorise the relationships your customers are looking for, then give them exactly what they want.