Connected CRM: Implementing a Data–Driven, Customer–Centric Business Strategy

Praise for Connected CRM Many books explore the subject of CRM. In this book the m is for Marketing and Davids 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 todays 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 todays 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 experiencesDont 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, Lowes 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. Its 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 dont will quickly find themselves on a growing heap of failed marketing plans. Paul Guyardo, Chief Revenue and Marketing Officer, DIRECTV

Preface vii Acknowledgments xi PART ONE CONNECTED CRM (cCRM) 1 Chapter 1 History: There’s Never Been a Better Time to Be a 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 a Business Strategy 61 Chapter 5 Customer Strategy: Creating Your Competitive Advantage 71 Chapter 6 Experience Delivery: Finding the Sweet Spot for Expert Customer Integration 107 Chapter 7 Financial Management: You Can’t Optimize What You Can’t Measure 133 PART TWO cCRM OPERATING MODEL 155 Chapter 8 Infrastructure and Process: Dismantling the Silos That Hinder 157 Chapter 9 Organization and Leadership: Permission Is Not Sponsorship 183 PART THREE WHAT’S NEXT? 203 Chapter 10 Making It Happen: Realizing Your Customer–Centric Transformation 205 Notes 223 About the Author 227 About Merkle 229 Index 231

DAVID WILLIAMS is Chairman and Chief Executive Officer of Merkle, the largest and fastest growing privately held customer relationship marketing agency in the United States. He acquired Merkle in 1988 and became its twenty–fourth employee. Today, Merkle has more than 2,000 employees in locations in the United States, China, and United Kingdom. Under Davids leadership, Merkle has sustained greater than 20 percent annual growth over the past 25 years and was recognized as a market leader by Forrester Research. In 2013, Advertising Age ranked Merkle as the twenty–second largest agency of any discipline worldwide and the seventh largest CRM/Direct agency in the United States. In 2012, Merkle was named to the Ten Agencies to Watch list in Advertising Ages A–List Issue. David was recognized by Winning Workplaces and Fortune magazine as one of Americas Best Bosses of 2006, and was the 2007 Maryland Ernst Young Entrepreneur of the Year. David is a frequent speaker at industry events and has written numerous articles and white papers about topics such as Customer Relationship Marketing, Database Marketing and Analytics, Digital Media, and Marketing Technology. David can be reached at davidwilliams@connectedcrm.com.