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

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2014-03-03
  • Publisher: Wiley
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     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


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



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