For 25 years, I have led the Merkle team as we’ve navigated our way through epic changes in the direct and database marketing industry. In that time, I’ve observed boundless transformation in consumer behavior and preferences; driven by the digitization of, well, everything – in addition to scaling social media networks and the ability for consumers to access media anytime, anywhere. These disruptive factors are forcing organizations to make major adjustments to their business strategies. They are using data and analytics to gain insights for the delivery of killer brand experiences that engage customers and inspire competitive differentiation.
The Connected CRM (cCRM)™ approach emerged out of these trends as a systematic way to identify, serve and retain high-value customers, throughout the customer lifecycle via orchestrated customer interactions that improve financial results, create competitive advantage, and drive shareholder value. The foundational cCRM framework outlines a set of capabilities that enable cCRM across media, channel, and device, by delivering targeted and personalized interactions.
It often strikes me that in all the years I’ve worked in this business, there’s never been a better time to be a marketer. We’ve been talking about one-to-one marketing as long as I can remember, but it really hasn’t been possible until now, with the onslaught of big data and the advent of digital audience platforms that are allowing addressability at scale. The opportunity is virtually limitless, and I’m excited to be right in the middle of the customer-centricity movement.
That’s why I’ve chosen now to write the book that I’ve always wanted to write. All of these factors are establishing a new playground for creating competitive advantage. And this is the time to share the knowledge and experience that our team has amassed, with the intent of helping world-class brands build stronger, more profitable relationships with their customers.
Check in on the blog periodically, as I share my thoughts on Connected CRM and its ability to drive meaningful results.