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

• Autore: Williams David <1963->
• Pubblicazione: Hoboken, New Jersey : , : Wiley, , 2014; ©2014
• Edizione: 1st edition
• Descrizione fisica: 1 online resource (258 p.)
• Disciplina: 658.8/12
• Soggetto topico: Customer relations - Management; Relationship marketing; Strategic planning
• Classificazione: BUS018000
• Note generali: Includes index.; "How to Optimize Customer Value in a Big-Data, Digital World"--Cover.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Connected CRM: Implementing a Data-Driven, Customer-Centric Business Strategy; Contents; Preface; Acknowledgments; Part 1: Connected CRM (cCRM); Chapter 1: History: There's Never Been a Better Time to Be a Marketer; Chapter 2: Macro-Trends: A Perfect Storm of Big Data, Digital, and Direct Consumer Engagement; MACRO-TRENDS; Digitization of Media and Channels; Social Networks at Scale; Consumer Mobility; MARKETERS ARE RESPONDING; CRM EVOLUTION; Chapter 3: Industry Perspective: Business Model Matters; DATA AND ATTRIBUTION CONSIDERATIONS; INDUSTRY MATTERS; BANKING; The State of CRM ; Industry Leaders Are Responding On the Horizon; INSURANCE AND WEALTH MANAGEMENT; The State of CRM; Industry Leaders Are Responding; On the Horizon; LIFE SCIENCES; The State of CRM; Industry Leaders Are Responding; On the Horizon; RETAIL; The State of CRM; Industry Leaders Are Responding; On the Horizon; TRAVEL, MEDIA, AND ENTERTAINMENT; The State of CRM; Industry Leaders Are Responding; On the Horizon; NONPROFIT; The State of CRM; Industry Leaders Are Responding; On the Horizon; THINK VERTICALLY, ACT "UNIVERSALLY"; Chapter 4: Connected CRM: Building Customer Strategy as a Business Strategy ; CAPABILITY DIMENSIONS Customer Strategy; Experience Delivery; Financial Management; OPERATING MODEL DIMENSIONS; Infrastructure and Process; Organization and Leadership; Chapter 5: Customer Strategy: Creating Your Competitive Advantage; cCRM's AMBITIOUS GOAL; CUSTOMER PORTFOLIO MANAGEMENT; ENTERPRISE SEGMENTATION; Enterprise Segmentation: Understanding Motivations; Enterprise Segmentation: Creating the Segments; Enterprise Segmentation: Describing the Segments; PORTFOLIO STRATEGY: UNITING THE SEGMENTATION SCHEME WITH PORTFOLIO OPTIMIZATION; SEGMENT STRATEGY ; CUSTOMER STRATEGY: OTHER CONSIDERATIONS FROM BASIC CAPABILITIES TO HIGH PERFORMANCE; THE HEART OF THE MATTER; Chapter 6: Experience Delivery: Finding the Sweet Spot for Expert Customer Integration; FINDING THE SWEET SPOT; BRIDGING CUSTOMER STRATEGY TO PROGRAM DESIGN; CONNECTED PROGRAMS; PROGRAM DEVELOPMENT; PROGRAM BLUEPRINTS; CONNECTED EXPERIENCE DESIGN; INTERACTION PATHWAYS; MESSAGE ARCHITECTURE; MESSAGE-OFFER-CREATIVE SEQUENCING; MESSAGE-OFFER LOGIC (MESSAGING DECISION TREE); CONNECTED CREATIVE; PROGRAM EXECUTION AND MANAGEMENT; THE HEART OF THE MATTER ; Chapter 7: Financial Management: You Can't Optimize What You Can't MeasureMEASUREMENT STRATEGY; MEASUREMENT AND ATTRIBUTION; BUDGET ALLOCATION AND FORECASTING; VALIDATION; SUMMARY; THE HEART OF THE MATTER; Part 2: cCRM Operating Model; Chapter 8: Infrastructure and Process: Dismantling the Silos That Hinder; THE SIX CORE CAPABILITIES; CONNECTED CONSUMER PROFILE; LONGITUDINAL VIEW OF INTERACTIONS; LEVERAGING THE IDENTITY MAP AND THE EVENT STREAM; INSIGHTS PLATFORM; Key Ingredients of an Insights Platform; CROSS-CHANNEL MARKETING ENABLEMENT; Key Ingredients of Cross-Channel Marketing Enablement ; CENTRALIZED DECISION SERVICES
• Sommario/riassunto: " 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"--
• Titolo autorizzato: Connected CRM
• ISBN: 1-118-86319-4; 1-118-86312-7
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910820556803321
• Lo trovi qui: Univ. Federico II