Can CRM Work in Emerging Markets?
Sungmi ChungMcKinsey & Company andMike ShermanMcKinsey & Company
INTRODUCTION
Like their counterparts in London and New York, people living in Seoul, Istanbul, Cape Town and So Paolo are starting to receive sophisticated direct mailers and telemarketing calls from both local and global companies seeking to build consumer loyalty.
The marketing material receivedfrom credit card providers differs according to the recipients' spending patterns. Those who routinely change mobile phone providers to get the best deal each time their contract expires receive far more calls with information about competitors' deals from...