CRM in the Age of 1984: Are You Building Loyalty—or Big Brother?

Today is the seventy-seventh anniversary of the publication of George Orwell's dystopian novel, 1984.  When Orwell imagined the bleak world of 1984, he wasn’t gazing into a distant sci-fi future—he was holding up a mirror to his present.  The title wasn’t chosen at random; it was a deliberate twist on 1948, the year he penned the novel.  By simply reversing the digits, Orwell delivered a chilling message: the horrors of totalitarian control, mass surveillance, and truth distortion weren’t just possibilities—they were already taking root. 1984 is less prophecy, more warning. And its urgency hasn't faded.

The comparison of modern CRM to Orwell's novel may seem dramatic.  After all, CRM is designed to improve relationships, not control them. But with increasing data collection, automation, and AI, there’s a fine line between customer-centric and customer-surveilled.

Let’s take a look at some Orwellian themes and how they might show up in CRM—along with how to avoid turning your CRM into MiniLuv.

Big Brother: Watching Every Move

In 1984, the Party watches every citizen through telescreens.  In CRM, we can track every click, call, and conversion.  But here's the key difference: in CRM, data should serve the customer, not surveil them.

CRM Trap: Tracking without transparency. Sending emails because “they looked at our website 6 times last week” without ever asking them what they actually want.

CRM Best Practice: Be upfront.  Let your customers know how their data helps you serve them better.  Use insight to improve relevance—not to manipulate behaviour.

Newspeak: Say Less, Control More

Orwell introduced Newspeak to reduce language and limit thought.  Some CRM implementations,reduce customers to a single label: “Lead,” “Opportunity,” “Lost.”

CRM Trap: Oversimplifying people into pipeline stages or scoring models. When we reduce people to data points, we lose the nuance that makes relationships meaningful.

CRM Best Practice: Use CRM to enhance human understanding, not replace it.  Capture stories, not just scores.  Empower your team to treat customers like people, not profiles.

Doublethink: Two Truths at Once

The Party teaches citizens to hold two contradictory beliefs at once.  Some CRM dashboards can feel the same—boasting “high engagement” while customers quietly churn.

CRM Trap: Relying solely on vanity metrics. A high email open rate doesn't always mean customer satisfaction.

CRM Best Practice: Balance quantitative with qualitative. Combine metrics with conversations. Listen more than you broadcast.

The Ministry of Truth: Rewrite the Past

In 1984, history is constantly rewritten to match the Party line.  In CRM, poor data hygiene—or intentional “massaging” of pipelines—can do the same.

CRM Trap: Inaccurate records, backdated updates, or manipulating forecast stages to fit internal narratives.

CRM Best Practice: Protect data integrity.  Encourage honesty in pipeline updates.  Build a culture of trust around the CRM, so it reflects reality—not wishful thinking.

Freedom Is Slavery: When CRM Feels Like a Chore

CRM should be a tool of freedom—helping your team do their best work.  But when poorly implemented, it becomes an administrative burden that stifles initiative.

CRM Trap: Overengineering. Forcing users to complete 15 fields before logging a simple call.

CRM Best Practice: Make CRM intuitive and empowering.  Automate the mundane.  Integrate systems so your CRM works with your people—not against them.

Final Thoughts: CRM for Humans

Orwell’s 1984 is a cautionary tale, not a manual. The same applies to CRM.

Used thoughtfully, CRM is a powerful ally in building trust, empathy, and long-term customer relationships. Misused, it becomes a digital telescreen—capturing data, but missing the point.

The question isn’t what your CRM can watch. It’s what your CRM can enable you to understand.