Every time a supplier misinterprets our customer behavior, we get a little more frustrated. Most CRM systems don't even have the ability to track the context of a purchase. So the salespeople and customer service representatives have to take the initiative, find out what's going on, and record it. The companies that figure out how to train their people and update their systems to track this, they will be the loyalty winners.
Edge Perspectives: Navigating From the Industrial Age to the Contextual Age, 2018-Aug-15 by John Hagel
The forces shaping the Big Shift are progressively undermining standardization and efficiency (as conventionally defined) as drivers of value creation. As consumers, we’re gaining more and more power and we’re less and less willing to settle for standardized products and services – we want offerings that are tailored to our unique and evolving needs. On the supply side, digital technology is making it easier and far more affordable to produce highly personalized products and services. That’s leading to more and more fragmentation in product and services businesses, something that I’ve explored here.
As these forces play out, context is becoming more and more central to value creation. If we don’t pay attention to the circumstances surrounding a person or an event, we’re unlikely to understand how to create the greatest personalized value. Those who are most insightful and adept at understanding context, will be those who create the most value, both for customers and for themselves.