Praise for Connected CRM
“Many books explore the subject of CRM. In this book the‘m’ is for Marketing and David’s seasonedperspective indeed makes it a capital ‘M.’ Taking coredirect response marketing techniques and moving beyond the simpleuse of data and analytics, he explores how today’s marketerscan leverage advances in technology to create successfulcustomer-centric business strategies.”—Ted Ward, VP of Marketing, GEICO
“A must-read for CMOs, and more importantly CEOs, tosimplify all the buzzwords around ‘big data’ anddimensionalize the organizational change necessary to become trulycustomer centric.”—Theresa McLaughlin, Chief Marketing andCommunications Officer, Citizens Financial Group
“Big Data, Social, and Cloud have become overusedbuzzwords with ambiguous meaning, but David brings to bear hisyears of industry leadership and experiences to break downtoday’s trends and opportunities in a practical, actionablefashion. A must-read for anyone who prefers profit overPowerPoint.”—Manish Bhatt, SVP and Chief Digital Officer,MetLife
“In a data-rich world, consumers demand that marketersturn data into highly relevant and personalexperiences—‘Don’t talk with me as a member of asegment, talk with me about how you will meet my uniqueexpectations and solve my unique problems.’ For those of uswho grew up in the marketing world of mass and broadcast, this is atall order. Connected CRM helps marketers unpack customercentricity for their organizations, providing real insight into thedevelopment of a framework for enterprise customer centricity; aframework that promises true sustainable advantage.”—Tom Lamb, CMO, Lowe’s
“Never before has customer data been more available, morenecessary 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 ofcustomer analytics and big data will take the spoils in anincreasingly digital age. Those who don’t will quickly findthemselves on a growing heap of failed marketingplans.”—Paul Guyardo, Chief Revenue and Marketing Officer,DIRECTV
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About the Author
DAVID WILLIAMS is Chairman and Chief Executive Officer ofMerkle, the largest and fastest growing privately held customerrelationship marketing agency in the United States. He acquiredMerkle in 1988 and became its twenty-fourth employee. Today, Merklehas more than 2,000 employees in locations in the United States,China, and United Kingdom.
Under David’s leadership, Merkle has sustained greaterthan 20 percent annual growth over the past 25 years and wasrecognized as a market leader by Forrester Research. In 2013,Advertising Age ranked Merkle as the twenty-second largest agencyof any discipline worldwide and the seventh largest CRM/Directagency in the United States. In 2012, Merkle was named to the“Ten Agencies to Watch” list in Advertising Age’sA-List Issue. David was recognized by Winning Workplaces andFortune magazine as one of America’s Best Bosses of2006, and was the 2007 Maryland Ernst & Young Entrepreneur ofthe Year.
David is a frequent speaker at industry events and has writtennumerous articles and white papers about topics such as CustomerRelationship Marketing, Database Marketing and Analytics, DigitalMedia, and Marketing Technology.
David can be reached at firstname.lastname@example.org.
Table of Contents
PART ONE CONNECTED CRM (cCRM) 1
Chapter 1 History: There’s Never Been a Better Time to Bea Marketer 3
Chapter 2 Macro-Trends: A Perfect Storm of Big Data, Digital,and Direct Consumer Engagement 15
Chapter 3 Industry Perspective: Business Model Matters 27
Chapter 4 Connected CRM: Building Customer Strategy as aBusiness Strategy 61
Chapter 5 Customer Strategy: Creating Your Competitive Advantage71
Chapter 6 Experience Delivery: Finding the Sweet Spot for ExpertCustomer Integration 107
Chapter 7 Financial Management: You Can’t Optimize WhatYou Can’t Measure 133
PART TWO cCRM OPERATING MODEL 155
Chapter 8 Infrastructure and Process: Dismantling the Silos ThatHinder 157
Chapter 9 Organization and Leadership: Permission Is NotSponsorship 183
PART THREE WHAT’S NEXT? 203
Chapter 10 Making It Happen: Realizing Your Customer-CentricTransformation 205
About the Author 227
About Merkle 229