Marketing and the CIO race to see who can waste more money on CRM initiatives. | Beyond Marketing |

Anyone whose job it is to improve the customer experience (unless you are a Chief Customer Officer reporting to the CEO with Board approval and support) has a tough mission. Almost an impossible one. You are playing the Role of Roscoe Arbuckle in the Keystone Cops, running about with seeming authority, sycophants in tow, but ultimately failing. The reasons are well known by consumers, but appreciated less by most corporate officers outside of a few visionary businesses. It was pretty straightforward to understand the customer when they walked into the store. It is crazily difficult to understand them when 90 percent of the time they are outside of your control when talking about your goods and services.