This 1997 Apple ad about sums up much of my thoughts about Customer Service today; it's time to think differently. For years the talking heads in the Customer Service and marketing fields have focused on data and tools to collect this data, usually categorized as CRM tools. Esteban Kolsky in his post called "Evolution of Customer Familiarity," discussed what has happened in this new era of Customer data and the effect of depersonalizing the Customer. If you have not had the opportunity to read it, check it out now. It will provide some interesting insight.

To the Customer, here is what CRM data really looks like:


What has been missing? We now know more about Customers than ever before, yet we seem to be so far from them. Steve Jobs and Apple have taken a much different approach than all this CRM hype. Apple stock keeps rising, and I hear more and more people talk about their products. I recently purchased a new iMac and also pre ordered an iPad. I do not think I have ever completed a survey for Apple. They do know I like their products since I have registered 3 macs, a number of iPods, and an iPhone. I am not sure they even know my age, or anything about me (although they could use Google or Bing to find out a lot). What has been different is they do not seem to be caught up in this data driven world. They chose to be more artistic and design products they think Customers will like.

CRM and other data driven items, like Six Sigma, have removed much of the human element that we all crave. While we have been busy collecting all this data, including the voice of the Customer, we have further pushed the consumer away. We have made it harder and harder to interact with the actual company. We base decisions, or sometimes indecisions on all these data points about the Customer, instead of a more simplistic approach; thinking like a Customer. Ever since I read Seth Godin's Linchpin, I have been more and more focused on the lack of artistry in the business world. Companies typically frown upon doing things without tons of data. Why do you think people keep asking the ROI of social media? More and more useless data!

I have been around data for years, and I'm fully trained in Six Sigma. I have participated in various Six Sigma projects. How many of you have read Super Freakonomics? In the introduction of the book, they talk about the perils of walking drunk. They viewed data regarding deaths per mile driven compared to the same type of data for miles walked. The conclusion, it is more dangerous to walk drunk. What if the data reviewed changed to minutes walking vs minutes driving? My guess is the data would point in a different direction. Unfortunately data can be made to show what an author (or project leader) wants to demonstrate.

Customers are craving a simpler approach, one that respects them as humans and simply helps them achieve their goals. People have talked about my work in social media, but it was not driven for data, but instead helping people.  Of course this led to a lot of useful data, that might not have otherwise been accessible. This personal connection and help is the focus Customers want and crave. We can debate tools, we can even debate acronyms. Brian Solis at the SxSW book launch for his latest book, Engage, mentioned that he would like to remove the C and make it relationship management. This makes good sense to me. I have always struggled with the M, since the Customer truly manages the relationship, not the company. The reason I love the Social Customer, is all the great Customer Service minds that like to hang out here. I think if we all worked together, we can better define not what CRM has been, but really what the future of the Customer relationship should look like and the tools needed to make it a success. Let's start with a clean slate.