According to Ed Bachrach, CRM started at his company in the late 1890s when his grandfather visited farmers to give gifts to their wives and encourage them to visit his store in Decatur, IL.
And that friendly spirit has survived at the company, which now has 54 retail stores in 20 states. Customers, both mail order and retail, often ask for specific people when they call, and Bachrach is happy to oblige them despite the drag on ROI. “I call CRM what they like at the store level,” he said during a session at Chicago DM Days & Expo.
But not many companies have achieved such warm and fuzzy relations with their customers. Take Bally Total Fitness, which has over 400 clubs and four million active members.
“We have not done a good job of managing the relationships,” admitted Winfred Clark.
Part of the problem is that a fitness club is an in-person experience. Direct mail programs are of limited use, especially when they communicate that all the company wants to do is sell something.
“At end of the day, it
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