The Wallet is the Key

Around 5 or 6 years ago, I came up with the term “Wallet Relationship Management” because the next wave of CRM, in my opinion, wouldn’t be about the brand→customer, it would be about brand→wallet.

Since then, the term WRM has become normalized.

No, I’m not looking for praise or accolades, I honestly don’t care, but what is really fascinating to me is that the industry has legs because the wallet is going to be the key touchpoint for entities dealing with each other.

The personal and demographic information of today that we are all just used to will be a thing of the past.

It’s why this article, the Wallet-Centric Customer Experience stack, is so good.

Eventually, the “stack” of technology, that today is all around personally identifiable information (PII) is going to be be built to support wallet-centric customer experience.

That’s an entirely different stack of technology and, hint, it’s all based on Web3.

This transition period may take a decade or more, like cloud, like Internet, like social, like mobile, but when the wallet becomes the thing, and companies like Magic are leading the way, the nature of brand/enterprise experiences will change in powerful ways.