Connected CRM by David S. Williams (.PDF)
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Connected CRM: Implementing a Data-Driven, Customer-Centric Business Strategy by David S. Williams
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Overview: 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.
As media and channels continue to proliferate, technology continues to advance, and data continue to explode, CRM (customer relationship marketing) will become only more relevant, more complex, and more important to business strategy. It also continually changes, and organizations that want to succeed with their customers must not only change but do it with well-orchestrated precision. This is leadership: the ability to take an organization on a journey to somewhere new, when that somewhere new is always changing. Unfortunately, that means there is never an end to leadership, a time when you can sit back and just manage the status quo. Leadership is change. Become a leader today by getting good at what good leaders do. Is there any other way?
Genre: Non-Fiction > General
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