The world of marketing is changing dramatically with the emergence of three phenomena: the digitization of media, the spread of social media, and the ability of consumers to access media anytime, anywhere. At Connected CRM, David S. Williams describes how marketers are reacting with data-driven digital customer strategies and transformative business models. This approach is called Connected Customer Relationship Management (cCRM), and it uses customer insight to formulate and deliver the brand experiences customers want. CCRM’s approach combines business segmentation that reinforces customer strategy, a combined targeting and personalization effort that supports the use of carefully designed media and channels to personalize the customer experience, and an effective financial management competency that uses methods of measurement and attribution to implement the means and direct budget. request.
Customers are embracing new technologies, moving between online and offline media and channels, and continually changing their methods of interacting with businesses. Organizations must enhance their customer relationship management (CRM) efforts by using Connected CRM (cCRM) to employ new customer strategies and execute successful business model transformations.
• Customer strategy is an essential component of the cCRM framework. It should consist of a decision-making structure in which corporate assets are provided to implement the delivery of experiences in a variety of segments and customers.
• The customer’s strategy must run across the company. Allowing multiple silos within an organization for employees to establish their own strategies leads to inconsistent customer treatment.
• cCRM is difficult to run without the sponsorship of leaders. This means that companies must create leadership alignment, defined decision authority, and accurate and relevant metrics.
• At cCRM, the customer experience is crucial because it is the way the customer interacts with the brand. It should influence your organization’s messages, offerings, creative efforts, and delivery methods.
• If the essential function of a company is to create value for shareholders, then the essential objective of marketers is to increase value for customers. Organizations have a duty to allocate investments to maximize profits and minimize risks to clients.
Connected CRM by David S. Williams illustrates how marketers can create successful business strategies based on the lifelong needs, behaviors, and values of consumers. It goes beyond the standard uses of data and analytics to examine how marketers can use advances in technology to design successful strategies that focus on their customers.
The book would be of interest to seasoned marketers who want to make customer-centric business strategies a reality. It is written in a style deeply steeped in the jargon of the marketing discipline and contains numerous charts and graphs illustrating cCRM theory. It is best read in the order of the chapters.