Synopses & Reviews
Marketing professionals already acknowledge the value and necessity of a customer-centric approach to ensure sustainable growth and to achieve long-term organizational success. The challenge, now that there’s universal buy-in on the customer-centric philosophy, is how
to achieve that goal within each organization’s unique structure. How do you successfully implement a comprehensive, data-driven, customer-centric business strategy? The answer is called Connected CRM???, and it is the focus of this book.
In Connected CRM: Implementing a Data-Driven, Customer-Centric Business Strategy, David Williams, CEO of Merkle, explains why customer-centric marketing is much more than a tactical implementation plan. Executed correctly, it is a fundamental shift in your organization’s framework, affecting every department, and putting marketing at the heart of the business and leadership strategy. Customer centricity can become a new source of visibility and accountability for the CMO and a new basis of competitive differentiation for your company. Within Williams’s Connected CRM model, CMOs and marketing professionals 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, Williams has developed a Connected CRM blueprint for organizations, regardless of industry or business model. This book explains in practical detail exactly how to make customer centricity a reality for your business by achieving organization-wide commitment from every department, resulting in a sustained competitive advantage.
Today, there are generations of consumers who have grown up in the digital age, never having known a life without the free flow of information and consumer data. Companies that utilize this data and master CRM as an organizational competency will thrive. To do this, brands must put the customer at the center of their business strategy. What marketers have been talking about in theory for more than a decade is now a reality. You now have the power to communicate, with individual precision, to the right person with the right message at the right time through the right touchpoint.
Connected CRM: Implementing a Data-Driven, Customer-Centric Business Strategy goes beyond the what and why, with the intention of helping businesses delve into the how. How to gain vital executive sponsorship; develop overarching customer strategies; define measurement platforms; execute campaigns; and make the necessary operational preparations that will bring a customer-centric business strategy to life. In other words: How to monetize your customer strategy.
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.
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’ 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. 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
About the Author
is Chairman and Chief Executive Officer of Merkle, the largest and fastest growing privately held customer relationship marketing agency in the United States. He acquired Merkle in 1988 and became its twenty-fourth employee. Today, Merkle has more than 2,000 employees in locations in the United States, China, and United Kingdom.
Under David’s leadership, Merkle has sustained greater than 20 percent annual growth over the past 25 years and was recognized as a market leader by Forrester Research. In 2013, Advertising Age ranked Merkle as the twenty-second largest agency of any discipline worldwide and the seventh largest CRM/Direct agency in the United States. In 2012, Merkle was named to the “Ten Agencies to Watch” list in Advertising Age’s A-List Issue. David was recognized by Winning Workplaces and Fortune Magazine as one of America’s Best Bosses of 2006, and was the 2007 Maryland Ernst & Young Entrepreneur of the Year.
David is a frequent speaker at industry events and has written numerous articles and white papers about topics such as Customer Relationship Marketing, Database Marketing and Analytics, Digital Media, and Marketing Technology.
David can be reached at email@example.com.
Table of Contents
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
About the Author 227
About Merkle 229