Between Vision and Reality

摘要

In an ideal campaign management project, the customer receives the right offer through the right channel at the right time, tailored in terms of service, performance, and price. The result: increased revenues and improved customer loyalty. Such projects carry two key expectations: First, the initiators hope to acquire valuable information that can be used in subsequent advertising campaigns. Second, marketing employees in particular want to be able to create the campaigns with just a few clicks of the mouse. These hopes and expectations have existed since the beginning of the customer relationship management (CRM) boom and are nurtured by providers. Unfortunately, side issues, like more efficient processes and better customer information, are the only areas in which the vision has approached reality in recent years.