oa South African Journal of Information Management - The effect of ageing and lifestyle profile changes on personalization and customer relationship management (CRM)



In this article, the focus is on customer relationship management (CRM) and personalization, and the practical effect of ageing and lifestyle changes on personalization and CRM. By way of practical examples and scenarios, the inefficiencies of the current behavioural model (backward focusing) of CRM and personalization with regard to ageing individual client profiles are explained. Two forwardfocusing factors impacting on the individual are considered as possible areas of investigation, namely the lifecycle stages of the individual and managing changing expectations of the customer.


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