Opis: Connected CRM - David S. Williams

Praise for Connected CRM: "Many books explore the subject of CRM. In this book them is for Marketing and Davids 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 todays 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 todays 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. Dont 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, Lowes). "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. Its 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 dont will quickly find themselves on a growing heap of failed marketing plans". (Paul Guyardo, Chief Revenue and Marketing Officer, DIRECTV).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

Szczegóły: Connected CRM - David S. Williams

Tytuł: Connected CRM
Autor: David S. Williams
Producent: John Wiley
ISBN: 9781118835807
Rok produkcji: 2014
Ilość stron: 256
Oprawa: Twarda
Waga: 0.44 kg

Recenzje: Connected CRM - David S. Williams