Your customer interaction strategy needs to transcend the enterprise and be
constructed from the outside in before you translate it into an internal view.
Why? Because no one wants to repeat the same mistakes that were made
with customer relationship management (CRM). Remember how CRM
was supposed to focus on the customer and building better relationships?
Things didn’t go as planned, did they? CRM became internally focused
and ended up actually creating silos for customers. Besides that, today’s
customers don’t want their relationships managed, anyway; they want to
be in control.