I came across this fantastic video on YouTube. This video (titled The Break Up from Daily Motion) depicts the consumer behaviour and advertisers’ response, issues faced by the marcom folks and thoughts on customer relationship management. Don’t you think that all of us face this situation on a daily basis? While the answer is ‘proactive customer relationship management’, it is often difficult to measure the effectiveness of the relationship management strategies. This also reinforces the fact that today’s customers are very demanding and technology savvy. Setting up a flashy web site, ‘blasting’ emails frequently and forwarding couple of special offers (which may not be relevant to them) are not going to satisfy the customers and retain them. It is becoming increasingly difficult for the marketers and advertisers to identify the customer requirements, feed them with the right information, sell the required products and services and keep them for a while.