Putting the Relationship in CRM

Last updated June 2, 2010

Doc Searls, of Cluetrain Manifesto fame writes about the importance for businesses and consumers to manage relationships, not each other:

You don’t click on an ‘accept’ button when you go into a restaurant or a bike shop, even though the legal contexts of your actions are plentiful. That’s because you and the owners of the store have a middle ground. You understand each other as free and independent beings, not as captor and captive.