Doing a 180 on the 360-degree view

One of the pillars of CRM thought is that businesses want to have a 360-degree view of the customer. Every vendor says so, and so do most (if not all) analysts. Clearly, we're not a very creative bunch. The idea is that, by knowing your customer's demographics, purchasing history, interests, and preferences, you can better engage and delight your customers, anticipate their needs, and all that rot.

I don't deny the value of the old way, but it's not enough. The 360-degree view of the customer is good to have, but it’s not what you need. Think about the nature of relationships if you doubt me -- could you be really comfy in a relationship with somebody if they knew a lot more about you than you did about them? There's a reason most folks don't go out of their way to hug FBI agents, security camera watchers, and known voyeurs.

Today, the customer must have a 360-degree view of you, whether you’re comfy with that or not. You don’t own them; they own you. Is this me going all turnabout-is-fair-play, affirmative-action for customers? Not really. It's more about equalizing the relationship. Businesses already have all the customer info they need, and often more than they can use. If they can't hold up their end with all that, screw 'em. Customers, on the other hand, get most of their corporate information from news reports and from other customers' rumors.

I don't know about you, but I don't somebody basing their dealings with me on rumors and hearsay over which I have no control. Hell no -- I want them based on rumors and hearsay I started. (I'm not advocating companies lie to their prospects, unless it's tongue-in-cheek Joe Isuzu stuff. (Wiki link for the young or forgetful.)

Customers want to be faithful to a company, despite all the research that says they aren't. We choose brands and stick with them because it reduces the complications of everyday life, especially purchasing decisions. Nobody really wants to carefully evaluate every choice, and brands are a shorthand way to associate certain qualities. (One of the clever folks I spoke to recently said as much, and I'd cite or link it if I could remember who it was. My mad search skillz are totally failing me.)

Businesses can earn loyalty with honesty and openness. Would you rather find out about a product recall through an investigative news report, from a federal agency that orders the recall, or from the company that is recalling its products voluntarily "just in case"? Stupid question -- you'd rather hear about it immediately, from any source -- but the company should know first, be able to tell you first, and you'll feel a lot better about that company than if the nasty truth had to be forced out.

There's more to building trust and loyalty than  merely owning up to mistakes, of course. But trumpeting your virtues to anybody who listens is a great way to turn them off. This is as true in business as it is in high school. If you can get people to want to know how awesome you are, however, that's gold. A business that creates a portal (or has a supportive customer create a fan site) where it can post everything -- the good and the bad -- is well on the way to having a real relationship with its customers. A relationship where they can grow old together.

More on this topic soonish.