Game theory is a branch of mathematics that looks at strategic choices where the aim of each player is to maximise their returns. It has been applied in many fields from economics to philosophy and computer science; it's an ideal way to evaluate the current state of your CRM strategy.
In this game we have 'an organisation' playing 'the customers'. The organisation's aim is to increase value: to deliver value to the customers, who will return value through revenue, recommendation and commitment. To give customers value the company has to know and understand the customers; it has to have personal, as well as transactional, information.
By Jennifer Kirkby
About the author
![Jennifer Kirkby](/files/siftmedia-mycustomer_images/photos/jennifer_kirkby_80x100.jpg")
Jennifer Kirkby is the CMC's Strategy & Business Analyst.
Currently a Director of White Waves Ltd, she was formerly CRM Research Director for Gartner, where she was a primary architect of The Eight Building Blocks of CRM and advised numerous Fortune 500 companies across Europe and Asia on their customer strategies, techniques and CRM technology.
Prior to that Jennifer was with the UK’s Modernising Government initiative running programmes to demonstrate how CRM techniques were applicable to Public Services. This followed 15 years of marketing practice in financial services and manufacturing, where she had roles in marketing research, database marketing, brand and product management, business development and strategic marketing.
She holds a degree in Economics from Leeds University and professional qualifications in Marketing, Market Research and Programme Management.
