From the SFIMA April 12, 2012 Event - Combining Digital Media and Customer Interactions for “Connected CRM”
Marketing over the years has evolved from the “age of brand,” with the advent of television in the 1950s; to the “age of channel,” with the development of e-commerce in the 1990s; to today’s “age of the customer,” fueled by empowered consumers who have countless tools at their fingertips to help them make decisions. The most important factor affecting the way we market to consumers today is the digitalization of media and channels – and the resulting proliferation of customer touchpoints. Key to the success of any customer-centric marketing strategy is the ability to integrate the online and offline data from these interactions in an effective manner to optimize the customer experience and create greater customer value.
David Williams discusses how organizations can gain sustainable competitive advantage through building customer strategy as a business strategy. The concept of connected CRM represents a systematic way to identify, serve and retain high-value customers better than competitors by delivering customer interactions that improve financial results, create competitive advantage and drive shareholder value.
In this session, Williams introduces the skills necessary to implement a connected CRM strategy, which is built upon an organizational commitment to customer-centricity. The integration of these skills enables marketing strategies that maximize the value of the customer portfolio.
David is a frequent contributor to the Forbes Magazine blog, and has served on the Direct Marketing Association board of directors. In addition Mr. Williams is the president and CEO of Merkle Inc.