In this series, the Chairman of idio, David Barrow outlines his vision of conversational marketing; where a customer-centric approach pays dividends for customers and businesses alike. David Barrow was the Founder and CEO of KiQ, which transformed the CRM landscape in the UK, and was acquired by Chordiant in 2004. Click here for the first post in this series.
Imagine the perfect interaction. It’s probably close to a face to face conversation in which everything that is known and inferable about the person opposite (and everything, appropriately analysed, summarised and predicted about everyone else) is used to continually adjust both what is said and how it is conveyed in the light of responses, body language and the topic under discussion. Unlike with traditional CRM or Campaign Management systems where mechanical, overt, pre-planned processes dominate, here there is no fixed script, just some developed ideas and principles, everything else is dynamic. You do it, I do it, all the time. It’s how people talk and influence each other. It’s how we engage.