You are previewing Connected CRM: Implementing a Data-Driven, Customer-Centric Business Strategy.
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Connected CRM: Implementing a Data-Driven, Customer-Centric Business Strategy

Book Description

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

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright
  4. Contents
  5. Preface
  6. Acknowledgments
  7. PART One: CONNECTED CRM (cCRM)
    1. Chapter 1 History
    2. Chapter 2 Macro-Trends
      1. MACRO-TRENDS
      2. MARKETERS ARE RESPONDING
      3. CRM EVOLUTION
    3. Chapter 3 Industry Perspective
      1. DATA AND ATTRIBUTION CONSIDERATIONS
      2. INDUSTRY MATTERS
      3. BANKING
      4. INSURANCE AND WEALTH MANAGEMENT
      5. LIFE SCIENCES
      6. RETAIL
      7. TRAVEL, MEDIA, AND ENTERTAINMENT
      8. NONPROFIT
      9. THINK VERTICALLY, ACT “UNIVERSALLY”
    4. Chapter4 Connected CRM
      1. CAPABILITY DIMENSIONS
      2. OPERATING MODEL DIMENSIONS
    5. Chapter 5 Customer Strategy
      1. cCRM's AMBITIOUS GOAL
      2. CUSTOMER PORTFOLIO MANAGEMENT
      3. ENTERPRISE SEGMENTATION
      4. PORTFOLIO STRATEGY: UNITING THE SEGMENTATION SCHEME WITH PORTFOLIO OPTIMIZATION
      5. SEGMENT STRATEGY
      6. CUSTOMER STRATEGY: OTHER CONSIDERATIONS
      7. FROM BASIC CAPABILITIES TO HIGH PERFORMANCE
      8. THE HEART OF THE MATTER
    6. Chapter 6 Experience Delivery
      1. FINDING THE SWEET SPOT
      2. BRIDGING CUSTOMER STRATEGY TO PROGRAM DESIGN
      3. CONNECTED PROGRAMS
      4. PROGRAM DEVELOPMENT
      5. PROGRAM BLUEPRINTS
      6. CONNECTED EXPERIENCE DESIGN
      7. INTERACTION PATHWAYS
      8. MESSAGE ARCHITECTURE
      9. MESSAGE-OFFER-CREATIVE SEQUENCING
      10. MESSAGE-OFFER LOGIC (MESSAGING DECISION TREE)
      11. CONNECTED CREATIVE
      12. PROGRAM EXECUTION AND MANAGEMENT
      13. THE HEART OF THE MATTER
    7. Chapter 7 Financial Management
      1. MEASUREMENT STRATEGY
      2. MEASUREMENT AND ATTRIBUTION
      3. BUDGET ALLOCATION AND FORECASTING
      4. VALIDATION
      5. SUMMARY
      6. THE HEART OF THE MATTER
  8. PART Two: cCRM OPERATING MODEL
    1. Chapter 8 Infrastructure and Process
      1. THE SIX CORE CAPABILITIES
      2. CONNECTED CONSUMER PROFILE
      3. LONGITUDINAL VIEW OF INTERACTIONS
      4. LEVERAGING THE IDENTITY MAP AND THE EVENT STREAM
      5. INSIGHTS PLATFORM
      6. CROSS-CHANNEL MARKETING ENABLEMENT
      7. CENTRALIZED DECISION SERVICES
      8. CENTRALIZED USER CONSOLE
      9. THE HEART OF THE MATTER
    2. Chapter 9 Organization and Leadership
      1. BUSINESS STRATEGY ALIGNMENT
      2. LEADERSHIP ALIGNMENT
      3. INTEGRATED STRUCTURE
      4. JOB DESIGN AND SKILLS
      5. LINKED INTERACTIONS AND PROCESSES
      6. COMPLEMENTARY INCENTIVES
      7. THE HEART OF THE MATTER
  9. PART Three: WHAT'S NEXT?
    1. Chapter 10 Making It Happen
      1. KEY 1: SPONSORSHIP—CHAMPION THE CAUSE
      2. KEY 2: CUSTOMER VISION—SHOWCASE THE NEW CUSTOMER EXPERIENCE
      3. KEY 3: TARGET OPERATING APPROACH—COME TO TERMS (WITH CHANGE AND YOUR COHORTS)
      4. KEY 4: PLANNING AND FINANCIAL COMMITMENTS—COMMIT TO THE PLAN
      5. KEY 5: IMPLEMENTATION AND CHANGE MANAGEMENT—UNAPOLOGETIC EXECUTION
  10. Notes
    1. Chapter 1 : HISTORY
    2. Chapter 3 : INDUSTRY PERSPECTIVE
    3. Chapter 5 : CUSTOMER STRATEGY
    4. Chapter 9 : ORGANIZATION AND LEADERSHIP
    5. Chapter 10 : MAKING IT HAPPEN
  11. About the Author
  12. About Merkle
  13. Index