FULL HOUSES: Turning Data into Audiences

Will This Be The Start of CMR as Opposed to CRM?

16 December, 2011 at 8:40 am Tim Roberts ARTS Australia 1 comment

It seems we may be seeing the start of a legislative push added to the slow industry evolution from Customer Relationship Management (CRM) toward Customer Managed Relationships (CMR).

In April this year, the UK Government launched a new consumer empowerment strategy “designed to encourage businesses to release their customer data back to them so that consumers can use this data for their own purposes.”

The Government has boasted that the ‘midata’ project will “turn the existing approach towards consumers on its head (with) a shift away from a world in which certain businesses tightly control the information they hold about consumers, towards one in which individuals along or in groups, can use their data or feedback for their own or mutual benefit“.

Information sharing as opposed to data access or the archaic concept of customer data ownership is put in context by Alan Mitchell, strategy director of market analyst Ctrl-Shift and a member of the Midata Project Board:

“firstly it is mindset – there is another way of thinking about the whole area of customer data – and also process.“

“The trust element is really important and that works across terms and conditions, privacy policies, actual data policies, data management policies, customer training, staff training, staff incentives, and so on. So it is actually quite a good programme of change across a number of areas – the trust, the mechanisms, and the value. And that is why we are saying it really is an evolution, but it is happening already.”

The Ctrl-Shift publication The new personal data landscape, “demonstrates that the trend towards individuals managing their own data is mostly happening beyond the radar of organisations’ existing concerns but is nevertheless changing the environment in which they operate, including customer behaviours and expectations.”

From hoarding to sharing: CRM and the democratisation of data management

Entry filed under: CRM, Privacy. Tags: CRM, Data, Legislation, Online.