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.