9781118835807

Connected CRM Implementing a Data-Driven, Customer-Centric Business Strategy

by
  • ISBN13:

    9781118835807

  • ISBN10:

    1118835808

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 3/3/2014
  • Publisher: Wiley
  • Purchase Benefits
  • Free Shipping On Orders Over $59!
    Your order must be $59 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • Get Rewarded for Ordering Your Textbooks! Enroll Now
List Price: $35.00 Save up to $11.55
  • Buy New
    $23.52

    USUALLY SHIPS IN 3-4 BUSINESS DAYS

Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
  • The eBook copy of this book is not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Summary

     Three macro trends are changing the marketing landscape and forcing massive change on most organizations: the digitization of media and channels; social media; and the ability for consumers to access media anytime, anywhere. Marketers are responding with data-driven, digital customer strategies and a collective business model transformation.  For the first time, marketers are now able to put customers at the core of the business strategy.

     The challenge, now that there’s "universal" buy-in on the philosophy, of 'every organization should be “customer-centric” is the "how".  How do we successfully implement a comprehensive, data-driven, customer-centric business strategy? The answer is called "Connected CRM", the focus of this book.

     Customer-centric marketing isn’t merely a tactical implementation plan. Executed correctly, it’s a fundamental shift in the organization’s framework, affecting every department, not just marketing, though it puts marketing at the heart of the business and leadership strategy for the organization. It’s a new source of visibility and accountability for the CMO and a new basis of competitive differentiation for the company. CMOs of the future will play a much larger role in all aspects of marketing, sales, service and technology.

     Through years of work in data-driven customer relationship marketing and observations of successful (and unsuccessful) implementation efforts; Merkle has developed a customer-centricity blueprint for organizations. This book explains how to make it a reality—for sustained competitive advantage.

Table of Contents

Preface

Part 1 Connected CRM (cCRM)™

Chapter 1 History | There’s never been a better time to be a marketer

Chapter 2 Macro Trends: A perfect storm of big data, digital and direct consumer engagement

Chapter 3 Vertical Perspective: Business model matters

Chapter 4 Connected CRM: Building customer strategy as a business strategy

Chapter 5 Customer Strategy:  Creating your competitive advantage

Chapter 6 Experience Delivery: Finding the sweet spot for expert customer integration

Chapter 7 Financial Management: You can’t optimize what you can’t measure

Part 3 cCRM Operating Model

Chapter 8 Infrastructure and Process: Dismantling the silos that hinder

Chapter 9 Organization and Leadership: Permission is not sponsorship

Part 4 What Next

Chapter 10 Making it Happen: Realizing your customer-centric transformation

About Merkle

About the Author

Acknowledgments

References

Rewards Program

Write a Review