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Placing a value on very poor customers

Placing a value on very poor customers

Many leading consumer product and service providers allocate a financial value to their customers. Their motivation for doing so is almost always commercial. The increasing number of organisations serving the needs of the World’s very poorest customers are also keen...
Why is Last Name ‘always’ a mandatory field?

Why is Last Name ‘always’ a mandatory field?

Whether it’s called Last Name, Surname or Family Name this field remains stubbornly mandatory in virtually every customer database that I come across in my work. This constraint can severely hamper organisations’ attempts to move their marketing and CRM activity into...