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Sustainability and CRM
The notion of sustainability as it relates to CRM is worth some thought. CRM is used to accelerate the closing of a deal. But when you accelerate a close, especially with some sort of incentive like a discount, what you're really doing is stealing from the future, and that's not sustainable.
This summer, I have been doing a lot of research into sustainability and have developed some thoughts that relate to CRM, especially CRM 2.0.
The whole idea of "sustainability" deserves some contemplation. Too often we see the word applied to just about anything that needs to look a little bit green. Sustainability and related words absolve a multitude of sins. For instance, the paper bag you get at the store is now "recyclable" - a sustainable idea, which basically says that if you care to recycle it, that's great, but you are on your own. The paper making up the bag is new and has never been near a recycling center.
Sustainability is like that. Many corporations claim that their practices are sustainable, but who knows? Would anyone intentionally tell you that a business practice is harmful or unsustainable? The data tells another story, and the literature I have been reading tells me that we're using resources at a rate that's about 25% above the earth's ability to renew them. That means minerals, paper or trees, water, energy and more.
There are no bad guys in this story, and to a large extent a growing population is the root cause. There are more than 6 billion of us on the planet, and the emergence of large countries like China and India from centuries of poverty and economic stagnation, ready to adopt first-world life styles, adds to the challenges.
