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Connect with Customers: Uniting Customer Strategy & Business Strategy

By: Merkle
Merkle

How can you push the customer to the center of your organization's business strategy? Today's customers are more engaged with organizations through so many media and channel touchpoints. You must understand the 360 view of the customer, optimize customer lifecycle management and implement a CRM strategy that maximizes customer value. To effectively manage customer strategy as a business strategy, the silos need to be broken down, re-evaluated, and replaced by a new structure, with customer segments and customer performance as the driver. A robust customer marketing platform and analytical proficiency will be the key assets that enable this opportunity at scale. CMOs must master a specific set of skills and incorporate them into the marketing strategy...imperatives for building a customer-centric organization.


Tags : data management, customer centricity, crm, buying behaviors, segmentation, customer lifecycle, integrated, customer solutions
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Published:  Oct 19, 2012
Length:  12
Type:  White Paper