The CRM relational database might be easier to manage, develop and measure, but it's the relationship quality that makes the difference. Where is the balance of effort and expense in your business - on the system or the people?

It's often the subtle, cheap to implement signals that you build into a product which break the price-value equation for the consumer giving your product an advantage in the competitive marketplace.

This week Natwest and Royal Bank of Scotland rolled out their Customer Charter and lots of marketing in support. Full page ads in papers up and down the country. According to these adverts they are now making 14 commitments to help them become "Britain's most helpful bank".