Customer Management as the Origin of Collaborative Customer Relationship Management

The marketing departments of retailers and manufacturers speak more often in their analyses about “hybrid” consumers — customers who do not demonstrate behavior consistent with simple categories. The smart shopper, one with a Jaguar in the parking lot of a discount hypermarket, is a reality, just as is the college student in a boutique wine shop. Because of this seemingly paradoxical customer behavior, it is becoming more and more difficult for retailers and manufacturers to identify and retain valuable customers.