As I continue to research various areas of CRM as part of my dive into the deep end of entrepreneurship, it is becoming clear to me that the old chestnut about getting a ‘360 degree view’ of the consumer has still not been achieved by almost any retailer. This used to be the holy grail in the market even in the 90s when I first started up the CRM LoB for SAP in Asia Pacific. Today, even the most sophisticated retailer is only able to get at best a ‘2 degree’ or ’10 degree’ view of the consumer. The actual number does not matter. Suffice to say that it is very far away from 360.
And the more I think about it, the more it appears inevitable. There are 1 or 2 online retailers (who shall remain nameless) where I love to shop at but I don’t spend more than 1 or 2 hours a week at most even on their sites; how can they ever be expected to get a ‘complete’ view about me ? I believe the ultimate goal is honorable but most of the market has approached this from the wrong direction. I think the answer lies with the consumer. The question is : how do we get to the answer ?