Cuidado com os algoritmos

Excelente metáfora de Seth Godin sobre o fim das relações entre um cliente de longa data e o seu fornecedor:
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"Not fade away"
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Ontem, relia Storbacka e Lehtinen em "Customer Relationship Management":
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"Up to 75% of customers who switch providers say that they were "satisfied" or even "very satisfied" with the previous provider.
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Traditionally, loyal customers have been assumed to be more profitable than other customers.
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Cutomer base analyses indicate that a large share of customer relationships are unprofitable regardless of their duration. These analyses also show that loyal but unprofitable customers do not become more profitable over time unless relationship revenue can be increased or relationship structure is altered to cut relationship costs.
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Thus, if we accept that satisfied customers are not necessarily loyal and that loyal customers are not necessarily profitable, we can conclude that the best way to start improving the value of a relationship is to focus on the actual purchase behavior of customers.
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The less important a product is, the more important encounter-related issues are."
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De certa forma, relaciono isto com "Markets vs Customer Driven Business Model Design", acredito que temos de nos concentrar, à partida, num grupo de práticas-alvo que geram certas experiências que grupos de clientes-alvo procuram e valorizam. Contudo, depois, todo o trabalho tem de ser feito individualmente, cliente-a-cliente. Assim, que confiarmos em algoritmos ... como os bancos o fizeram, we're doomed!