Redefining CRM: relationships are about experiences, not channels

Agencies and clients often think of Customer Relationship Marketing (CRM) in very narrow terms, focused solely on what channels are being used. But most of us would agree that the opportunity to strengthen, change or damage a relationship occurs at every brand interaction.
Wouldn’t it be better if we all began to consider all of our activity; online, offline, digital, real life, and the product or service itself, to be a form of CRM?
Ask a typical agency or brand manager how they would def