Improving CRM With the Internet of Things

ANGELA GUESS | March 1, 2016

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Ric Merrifield recently wrote for the Harvard Business Review, “Just as it’s hard to remember what life was like before the iPhone, it can be hard to remember business before there was CRM software — back when you still had to explain that it stood for ‘customer relationship management.’ …But now that Big Data and the Internet of Things have come along, we can go beyond the transaction to every little detail of the customer’s actual experience. You can know when customers enter your store, how long they are there, what products they look at, and for how long. When they buy something, you can know how long that item had been on the shelf and whether that shelf is in an area of things that usually sell fast or slowly. And then you can view that data by shoppers’ age, gender, average spend, brand loyalty, and so on.”

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