The Theory….
Interestingly enough (to me at least and who else am I really writing this for anyway?), while this may seem to be nothing more than the ramblings of an emotional confused sensitive male, during my speech at the CRM Association NL spectacular conference a couple of days ago I spoke about those very emotions as a way of looking at how granular the knowledge of emotional states are for each individual human being when it comes to truly knowing how you feel. Humans actually operate a.k.a. live with this incredibly complex knowledge of their range of individual emotions. This is not how many loyalty marketers look at it, though. While by no means am I opposed to the science of loyalty marketing, what I find as often as not is that traditional loyalty marketers tend to reduce their view the universe of human connections and relationships in scales – often from 1-5. Without any disrespect to those who don’t, a scary number of them see a “granular understanding” as a scale of 1-10 instead of 1-5. Metaphorically of course. Maybe…
(Cross-posted @ Social CRM: The Conversation | ZDNet)
