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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 areality--for sustained competitive advantage"--
List of contents
Preface viiAcknowledgments xiPART ONE CONNECTED CRM (cCRM) 1Chapter 1 History: There's Never Been a Better Time to Be a Marketer 3Chapter 2 Macro-Trends: A Perfect Storm of Big Data, Digital, and Direct Consumer Engagement 15Chapter 3 Industry Perspective: Business Model Matters 27Chapter 4 Connected CRM: Building Customer Strategy as a Business Strategy 61Chapter 5 Customer Strategy: Creating Your Competitive Advantage 71Chapter 6 Experience Delivery: Finding the Sweet Spot for Expert Customer Integration 107Chapter 7 Financial Management: You Can't Optimize What You Can't Measure 133PART TWO cCRM OPERATING MODEL 155Chapter 8 Infrastructure and Process: Dismantling the Silos That Hinder 157Chapter 9 Organization and Leadership: Permission Is Not Sponsorship 183PART THREE WHAT'S NEXT? 203Chapter 10 Making It Happen: Realizing Your Customer-Centric Transformation 205Notes 223About the Author 227About Merkle 229Index 231
