In today’s society, Customer Relationship Management should be the motor of your company. It should drive your direct communication and target the right customer at the right time via the right channel with the right product. Those are a lot of rights, but if they all fit together perfectly, you have a win-win.
CRM can only work if you know who your customers are and which connection they have with your company. 4C can help you evolve from product-driven to customer-focused organisation.
For the website dmix.be, Tony and myself have explained this concept more in detail.