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CRM in emerging markets: a model for Italy?

E 'quite logical that the CRM does not work in emerging markets, where there are no accurate database, advanced IT systems and trained people on this new marketing technique. Instead

not 'so': CRM works in emerging markets. In general, the response rate to CRM initiatives in these countries ranged from 10 to 60%.

Why '? According to an article in McKinsey Quarterly, for two reasons:

1. in advanced markets, consumers are all too accustomed to direct marketing, while in emerging markets receive personal attention from companies and 'for consumers, once news '
   
2. success in CRM depends more' to creative ideas - that are found when there are few resources - that have large investments in data warehouses and data Mining
   

But despite these successes, yet few companies in emerging markets do CRM. Why '? Even here, two reasons:

1. senior managers of companies they know little about CRM
   
2. in general, we believe that CRM requires large investments.

McKinsey Quarterly's article contains an interesting case histories (usually Asian) and data read and review it.

But what does all this' with Italy, advanced country and a member of the G8? Well, in terms of CRM, we are more 'similar to an emerging country, which in an advanced country. And so it 'probably more' useful to look at what they do in South Korea, rather than in the U.S..

Especially for the thousands of Italian SMEs who still see CRM as an 'unattainable dream.

REFERENCE
Emerging Marketing (requires registration, but worth the effort McKinsey Quarterly)

CRM Strategy - The first blog dedicated to the CRM strategy, curated by Marco De Veglia. FOR YOU FREE report on Best CRM Website: http://www.crmformarketers.com/