A CRM ghost story – or why artificial intelligence leads to real-life stupidity

Answer that phone and you enter another dimension. A dimension of shadow and shade that lies between the two stools of marketing automation and personal service. A dimension of unclosed feedback loops and misfiring data synapses. A dimension that exists between the summit of marketing’s sophistication and the pit of its incompetence. You are entering the twilight zone of banking CRM. This is a true story but the names have been changed so as to avoid embarrassment. It is also a ghost story. There is a friendly ghost in my bank’s CRM machine. Her attempts at customer engagement are more accurately described as trigger-based haunting. Let’s call her Mary. Mary phones me every time a lump sum is paid into my current account. I instantly recognise her, before she announces…


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