Connected Crm Implementing a Data-driven, Customer-centric Business Strategy

PraiseforConnectedCRM“ManybooksexplorethesubjectofCRM.Inthisbookthe‘m’isforMarketingandDavid’sseasonedperspectiveindeedmakesitacapital‘M.’Takingcoredirectresponsemarketingtechniquesandmovingbeyondthesimpleuseofdataandanalytics,heexploreshowtoday’smarketerscanleverageadvancesintechnologytocreatesuccessfulcustomer-centricbusinessstrategies.”—TedWard,VPofMarketing,GEICO“Amust-readforCMOs,andmoreimportantlyCEOs,tosimplifyallthebuzzwordsaround‘bigdata’anddimensionalizetheorganizationalchangenecessarytobecometrulycustomercentric.”—TheresaMcLaughlin,ChiefMarketingandCommunicationsOfficer,CitizensFinancialGroup“BigData,Social,andCloudhavebecomeoverusedbuzzwordswithambiguousmeaning,butDavidbringstobearhisyearsofindustryleadershipandexperiencestobreakdowntoday’strendsandopportunitiesinapractical,actionablefashion.Amust-readforanyonewhoprefersprofitoverPowerPoint.”—ManishBhatt,SVPandChiefDigitalOfficer,MetLife“Inadata-richworld,consumersdemandthatmarketersturndataintohighlyrelevantandpersonalexperiences—‘Don’ttalkwithmeasamemberofasegment,talkwithmeabouthowyouwillmeetmyuniqueexpectationsandsolvemyuniqueproblems.’Forthoseofuswhogrewupinthemarketingworldofmassandbroadcast,thisisatallorder.ConnectedCRMhelpsmarketersunpackcustomercentricityfortheirorganizations,providingrealinsightintothedevelopmentofaframeworkforenterprisecustomercentricity;aframeworkthatpromisestruesustainableadvantage.”—TomLamb,CMO,Lowe’s“Neverbeforehascustomerdatabeenmoreavailable,morenecessarytobuildsalesandloyalty,andmoreconfusingtoacton.Davidshowsexactlywhatneedstobedone.It’sabouttime.Andweshouldallthankhim.Alot!”—SteveCone,EVPofIntegratedValueandStrategy,AARP“Themarketerswhotrulylearntoharnessthepowerofcustomeranalyticsandbigdatawilltakethespoilsinanincreasinglydigitalage.Thosewhodon’twillquicklyfindthemselvesonagrowingheapoffailedmarketingplans.”—PaulGuyardo,ChiefRevenueandMarketingOfficer,DIRECTV,