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

Brochure
More information from http://www.researchandmarkets.com/reports/2755204/
Connected CRM. Implementing a Data-Driven, Customer-Centric Business
Strategy
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
dimensionalize the organizational change necessary to become truly customer centric.
Theresa McLaughlin, Chief Marketing and Communications Officer, Citizens Financial Group
and
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
Contents:
Preface vii
Acknowledgments xi
PART ONE CONNECTED CRM (cCRM) 1
Chapter 1 History: There s Never Been a Better Time to Be a Marketer 3
Chapter 2 Macro–Trends: A Perfect Storm of Big Data, Digital, and Direct Consumer Engagement 15
Chapter 3 Industry Perspective: Business Model Matters 27
Chapter 4 Connected CRM: Building Customer Strategy as a Business Strategy 61
Chapter 5 Customer Strategy: Creating Your Competitive Advantage 71
Chapter 6 Experience Delivery: Finding the Sweet Spot for Expert Customer Integration 107
Chapter 7 Financial Management: You Can t Optimize What You Can t Measure 133
PART TWO cCRM OPERATING MODEL 155
Chapter 8 Infrastructure and Process: Dismantling the Silos That Hinder 157
Chapter 9 Organization and Leadership: Permission Is Not Sponsorship 183
PART THREE WHAT S NEXT? 203
Chapter 10 Making It Happen: Realizing Your Customer–Centric Transformation 205
Notes 223
About the Author 227
About Merkle 229
Index 231
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