CTRL-SHIFT NEWS - MARCH 2010

Read about our views on marketplace changes as well as updates on our research and event programmes.

CRM: a worm turns

Posted: 19th March, 2010 | 0 comments

I’ve nicked the following extracts from a report by Neil Davey at mycustomer.com.

Of course we’ve been saying this sort of stuff for years. But it’s good that people like Gartner are finally getting round to recognising it: it shows which way the wind is blowing.

“Kicking off the London Summit, Gartner VP Steve Prentice painted a daunting portrait of the sector, describing how issues relating to data, reputation, trust and customer empowerment are all undermining CRM efforts. In short, customer relationship management’s days may be numbered, he said, as a new age of ‘customer managed relationships’ begins.
"Among the…

Mapping the control shift

Posted: 10th March, 2010 | 0 comments

I’ve just written an article for Marketing magazine on the theme of ‘Brands as information services’. It looks at what successful brand strategies might look like over the coming years.

‘Brands as information services’ is one of the six constituent drivers of what we call  ‘the control shift’ – a sort of Copernican revolution where the individual (or customer, or citizen), rather than the brand or organisation, becomes the centre of commercial gravity. It might be worthwhile taking a quick top level tour of these six shifts.

1. Personal Information Management

As the costs of processing information fall (down…