keting recognized the need to interact more with customers, albeit at a very superficial level, but did not go far enough. There was a lack of specific data as it relates to responses from the targeting means resorting to "averages" for response rates, customer purchases, and other data. Nonetheless, target marketing was a significant step in the evolution to today's CRM in that it moved the relationship between producer and consumer one more step towards a personal interaction. 2.3.3 Customer Relationship ManagementCRM is the next step in the evolution, and it moves us back towards developing an intimacy with today's customers, using today's tools, and maintaining our mass production and distribution systems. It recognizes that the equation that yields trust and loyalty from a customer has two variables. The first variable is information and analysis (knowledge): one has to know what the customer wants, needs, and values. The second variable is the need for interactivity and personal contact and the way in which the customer wants to be contacted. TapNet can better enhance this experience with more real-time communication, voice over IP, video over IP, transmission of more graphically, multimedia–oriented messages. The success of a customer-centric business strategy is measured not only by "share-of-market" but by "share-of-customer.”In the following model, the four quadrants represent approaches that combine relative measures of knowledge about a customer and interactivity with that customer. The knowledge scale is a measure of what is known about the customer's behavior and values. This is the informational and analytical part of equation. Interactivity is the measure of dialogue with a target customer, from one way communications at the low end to full interactivity at the upper end. This represents the personal contact and interaction part of the equation.2.3.3.1 The Customer Relationship Management Cyc...
