How has CRM as a strategy changed the last few years?
McDonald: The days of broad-brush, one-size-fits-all strategies are long over. CRM has to be highly individualized because we recognize agricultural producers have very individualized needs. A customer strategy that works with a producer on the West Coast may not necessarily work with a producer on the East Coast or a producer in the Midwest. Not only that, you may need separate approaches for varying levels of relationships. Nelson: CRM strategies are still being studied and evaluated at many companies. CRM, or one-to-one marketing, has been around for several years. Some companies embraced it, made progress, and continue to refine and improve the process. Others have only just begun talking about it. North: I believe agriculture has led the way for integrated marketing communications programs, and agriculture will lead applications of CRM. Thinking about touch points with customers via CRM is a more sophisticated approach. I see our clients using specific knowledge about individual c
