By David S. Williams

Praise for Connected CRM

“Many books discover the topic of CRM. during this publication the ‘m’ is for advertising and marketing and David’s pro point of view certainly makes it a capital ‘M.’ Taking center direct reaction advertising innovations and relocating past the straightforward use of knowledge and analytics, he explores how today’s retailers can leverage advances in expertise to create winning customer-centric company strategies.”
—Ted Ward, vice chairman of promoting, GEICO

“A must-read for CMOs, and extra importantly CEOs, to simplify the entire buzzwords round ‘big facts’ and dimensionalize the organizational switch essential to develop into really consumer centric.”
—Theresa McLaughlin, leader advertising and Communications Officer, voters monetary Group

“Big info, Social, and Cloud became overused buzzwords with ambiguous which means, yet David brings to undergo his years of management and reviews to collapse today’s tendencies and possibilities in a realistic, actionable model. A must-read for an individual who prefers revenue over PowerPoint.”
—Manish Bhatt, SVP and leader electronic Officer, MetLife

“In a data-rich international, shoppers call for that sellers flip information into hugely correct and private experiences—‘Don’t speak with me as a member of a phase, speak with me approximately the way you will meet my specific expectancies and clear up my distinct problems.’ For these people who grew up within the advertising global of mass and broadcast, it is a tall order. Connected CRM is helping dealers unpack client centricity for his or her corporations, supplying genuine perception into the advance of a framework for firm client centricity; a framework that supplies actual sustainable advantage.”
—Tom Lamb, CMO, Lowe’s

“Never prior to has consumer facts been extra on hand, extra essential to construct revenues and loyalty, and extra complicated to behave on. David indicates precisely what has to be performed. It’s approximately time. And we must always all thank him. A lot!”
—Steve Cone, EVP of built-in price and process, AARP

“The agents who really discover ways to harness the ability of purchaser analytics and large facts will take the spoils in an more and more electronic age. those that don’t will fast locate themselves on a growing to be heap of failed advertising plans.”
—Paul Guyardo, leader profit and advertising Officer, DIRECTV

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Additional info for Connected CRM: Implementing a Data-Driven, Customer-Centric Business Strategy

Example text

They are focusing their attention on big data and its ability to drive customer value for the business. They are embracing the power of digital media and channels to enhance the customer experience. In theory, customer relationship marketing (CRM) is a fairly rational field of study, but in practice, it’s a highly complex system of diverse brands, products, media, channels, and operating silos—often with competing objectives and divergent measurements of success that are in direct conflict with one another.

But the viral nature of its market entry has certainly caused a stir— and marketers are taking notice. The healthcare insurance sector is traditionally a solid member of team lower right. But Patient Protection and Affordable Care Act (PPACA) means payer-customer relationships are going to become increasingly direct and move steadily along the digital transformation continuum (see Chapter 1). Kaiser Permanente is advertising heavily today with a service experience message. Health insurance consumers, who are accustomed to using digital primarily for research purposes, can now use the company’s open API health app to keep track of all of their health-related matters.

Loyalty-focused CRM: The upper left quadrant includes retail as an example. Customers buy directly from retailers but do not always share personal information, making it difficult for marketers to customize approaches based on customer behavior. These companies are very dependent on loyalty programs, because they need to place tremendous emphasis on the identification of customers. It’s like the airlines 25 years ago. Most people don’t realize airlines didn’t create loyalty programs to improve loyalty per se; they created the programs to get consumers to identify themselves, because the travel agents wouldn’t share detailed customer information with the airlines.

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