Biographical Information

Ashley Friedlein

Articles for Ashley Friedlein

Part VI: Targeted Online Marketing

Sixth in a series of six articles on CRM by Ashley Friedlein, CEO of London-based e-consultancy.

Part V: Self-Service CRM: Where To Go Next?

Self-service CRM can harm as well as help your business.

Part IV: Web Analytics: Taming the Information Beast

In theory, Web analytics can tell you everything you ever want to know about your customer at the touch of a button. In practice, it's not that simple.

Part III: Online Communities

In many ways online communities represent the Holy Grail of what the Internet is supposed to make uniquely possible, opening up new ways for companies to interact with their customers. But how do you make online communities work? What is the ROI for investing in community building?

CRM Series Part III: Online Communities

In many ways online communities represent the Holy Grail of what the Internet is supposed to make uniquely possible, opening up new ways for companies to interact with their customers. But how do you make online communities work? What is the ROI for investing in community building?

Part II: The Personalization Debate

Personalization, enabled by technology, is about trying to recover the highly individualized levels of customer service apparent in the era of the village economy, while retaining the cost advantages delivered by the industrial revolution and the mass-market economy. And since today's customers prize service and their own time above all else (yet they also expect highly competitive pricing) technology-enabled personalization can make this possible.

Part I: Crossing the Cultural Chasm

Over the next six months, I will be writing a series of features focused on the broad topic of e-CRM. I don't intend to enter the terminological blood bath around what exactly I mean by e-CRM but I can say that I will cover CRM as it applies to digital channels--focusing on people (consumers largely), processes and practicalities rather than technology.