Connected CRM : implementing a data-driven, customer-centric business strategy / David S. Williams.

Incluye referencias bibliográficas (páginas 223-225) e índice.

´ 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´-- Provided by publisher.