By David S. Williams
Praise for Connected CRM
“Many books discover the topic of CRM. during this booklet the ‘m’ is for advertising and David’s professional standpoint certainly makes it a capital ‘M.’ Taking middle direct reaction advertising thoughts and relocating past the straightforward use of information and analytics, he explores how today’s dealers can leverage advances in expertise to create winning customer-centric company strategies.”
—Ted Ward, vice chairman of selling, GEICO
“A must-read for CMOs, and extra importantly CEOs, to simplify all of the buzzwords round ‘big information’ and dimensionalize the organizational swap essential to turn into actually consumer centric.”
—Theresa McLaughlin, leader advertising and Communications Officer, voters monetary Group
“Big information, Social, and Cloud became overused buzzwords with ambiguous which means, yet David brings to undergo his years of management and reports to collapse today’s traits and possibilities in a pragmatic, actionable model. A must-read for someone who prefers revenue over PowerPoint.”
—Manish Bhatt, SVP and leader electronic Officer, MetLife
“In a data-rich international, shoppers call for that agents 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 precise expectancies and clear up my certain problems.’ For these folks who grew up within the advertising global of mass and broadcast, it is a tall order. Connected CRM is helping sellers unpack consumer centricity for his or her businesses, delivering genuine perception into the advance of a framework for firm purchaser centricity; a framework that provides actual sustainable advantage.”
—Tom Lamb, CMO, Lowe’s
“Never sooner than has patron information been extra to be had, extra essential to construct revenues and loyalty, and extra complicated to behave on. David indicates precisely what should be performed. It’s approximately time. And we must always all thank him. A lot!”
—Steve Cone, EVP of built-in price and method, AARP
“The agents who really discover ways to harness the ability of purchaser analytics and massive facts will take the spoils in an more and more electronic age. those that don’t will quick locate themselves on a transforming into heap of failed advertising plans.”
—Paul Guyardo, leader profit and advertising Officer, DIRECTV
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Extra resources for Connected CRM: Implementing a Data-Driven, Customer-Centric Business Strategy
The key ingredient to success is that the cCRM model is integrated across the business into a single source, which requires organizational silos to be broken down or, at a minimum, requires them to collaborate for a shared view. In addition, a customer-centric retail organization can best leverage insight about their customers to drive product allocation decisions, promotions, pricing, assortment, and, ultimately, inventory decisions, especially important for seasonality planning. Leading retailers have an integrated customer strategy and product strategy that optimizes the generation of demand (marketing) and the fulﬁllment of that demand (fulﬁllment, distribution, logistics, and replenishment) to best serve customers and drive growth.
At this point in their customer centricity journey, they tend to be more focused on operationalizing that information than on using it to enhance the customer experience. 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.
Auto insurance is on the fast track from lower right to upper right. Ten years ago, there was really no online relationship opportunity between companies and customers. Today, consumers can research coverage, obtain quotes, purchase, and now even ﬁle claims online, anytime, anywhere, from any digital 3GC03 01/16/2014 13:39:27 Page 33 Industry Perspective device, including mobile. S. population to shop for auto insurance, and they’ve built strong relationships in the process. Even if the direct versus indirect business model is unlikely to change, there is still great value in cultivating direct relationships with customers.