Book description
Praise for Connected CRM
"Many books explore the subject of CRM. In this book the 'm' is for Marketing and David's seasoned perspective indeed makes it a capital 'M.' Taking core direct response marketing techniques and moving beyond the simple use of data and analytics, he explores how today's marketers can leverage advances in technology to create successful customer-centric business strategies."
—Ted Ward, VP of Marketing, GEICO
"A must-read for CMOs, and more importantly CEOs, to simplify all the buzzwords around 'big data' and dimensionalize the organizational change necessary to become truly customer centric."
—Theresa McLaughlin, Chief Marketing and Communications Officer, Citizens Financial Group
"Big Data, Social, and Cloud have become overused buzzwords with ambiguous meaning, but David brings to bear his years of industry leadership and experiences to break down today's trends and opportunities in a practical, actionable fashion. A must-read for anyone who prefers profit over PowerPoint."
—Manish Bhatt, SVP and Chief Digital Officer, MetLife
"In a data-rich world, consumers demand that marketers turn data into highly relevant and personal experiences—'Don't talk with me as a member of a segment, talk with me about how you will meet my unique expectations and solve my unique problems.' For those of us who grew up in the marketing world of mass and broadcast, this is a tall order. Connected CRM helps marketers unpack customer centricity for their organizations, providing real insight into the development of a framework for enterprise customer centricity; a framework that promises true sustainable advantage."
—Tom Lamb, CMO, Lowe's
"Never before has customer data been more available, more necessary to build sales and loyalty, and more confusing to act on. David shows exactly what needs to be done. It's about time. And we should all thank him. A lot!"
—Steve Cone, EVP of Integrated Value and Strategy, AARP
"The marketers who truly learn to harness the power of customer analytics and big data will take the spoils in an increasingly digital age. Those who don't will quickly find themselves on a growing heap of failed marketing plans."
—Paul Guyardo, Chief Revenue and Marketing Officer, DIRECTV
Table of contents
- Cover Page
- Title Page
- Copyright
- Contents
- Preface
- Acknowledgments
-
PART One: CONNECTED CRM (cCRM)
- Chapter 1 History
- Chapter 2 Macro-Trends
- Chapter 3 Industry Perspective
- Chapter4 Connected CRM
- Chapter 5 Customer Strategy
-
Chapter 6 Experience Delivery
- FINDING THE SWEET SPOT
- BRIDGING CUSTOMER STRATEGY TO PROGRAM DESIGN
- CONNECTED PROGRAMS
- PROGRAM DEVELOPMENT
- PROGRAM BLUEPRINTS
- CONNECTED EXPERIENCE DESIGN
- INTERACTION PATHWAYS
- MESSAGE ARCHITECTURE
- MESSAGE-OFFER-CREATIVE SEQUENCING
- MESSAGE-OFFER LOGIC (MESSAGING DECISION TREE)
- CONNECTED CREATIVE
- PROGRAM EXECUTION AND MANAGEMENT
- THE HEART OF THE MATTER
- Chapter 7 Financial Management
- PART Two: cCRM OPERATING MODEL
-
PART Three: WHAT'S NEXT?
-
Chapter 10 Making It Happen
- KEY 1: SPONSORSHIP—CHAMPION THE CAUSE
- KEY 2: CUSTOMER VISION—SHOWCASE THE NEW CUSTOMER EXPERIENCE
- KEY 3: TARGET OPERATING APPROACH—COME TO TERMS (WITH CHANGE AND YOUR COHORTS)
- KEY 4: PLANNING AND FINANCIAL COMMITMENTS—COMMIT TO THE PLAN
- KEY 5: IMPLEMENTATION AND CHANGE MANAGEMENT—UNAPOLOGETIC EXECUTION
-
Chapter 10 Making It Happen
- Notes
- About the Author
- About Merkle
- Index
Product information
- Title: Connected CRM: Implementing a Data-Driven, Customer-Centric Business Strategy
- Author(s):
- Release date: March 2014
- Publisher(s): Wiley
- ISBN: 9781118835807
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