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.
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. 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.
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This book explains how to make it a reality - for sustained competitive advantage. 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.
CMOs of the future will play a much larger role in all aspects of marketing, sales, service and technology. It’s a new source of visibility and accountability for the CMO and a new basis of competitive differentiation for the company.
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. 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.Ĭustomer-centric marketing isn’t merely a tactical implementation plan. For the first time, marketers are now able to put customers at the core of the business strategy. Marketers are responding with data-driven, digital customer strategies and a collective business model transformation. 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. Implementing a Data-Driven, Customer-Centric Business Strategy
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