David Williams, Chairman and CEO of Merkle, discussed how an organization can build and maintain a data-driven customer relationship management (CRM) strategy during a Thought Leadership Spotlight Presented by Merkle at the 2014 Chief Marketing Officer Leadership Forum: Fall Event in San Francisco on Nov. 6. In his presentation, “Connected CRM: Delivering on a Data-Driven Business Strategy,” Williams noted the marketing landscape is changing, and delivering an omni-channel CRM experience is key for organizations to effectively engage consumers.
According to Williams, organizations need to consider the whole spectrum of consumer experiences to improve their customer interactions. However, organizations also need to understand how to collect and leverage data across this entire spectrum: “I would argue that for most organizations, they don’t fully realize that all of this data can be managed across the enterprise and across a set of hundreds of millions or tens of millions of consumers and that there’s value in this data across the entire spectrum.”
Data can deliver a competitive advantage for organizations of all sizes, Williams said. Organizations that differentiate between a customer strategy and a marketing strategy, Williams added, can find ways to incorporate data into their CRM strategies. Williams pointed out that the digitalization of media and channels is transforming how organizations connect with customers too: “We start talking about how digitalization of media and channels is changing our ability to know about consumers and their attitudes, needs, wants, behaviors, values and then how we might enhance or personalize experiences with them. In reality, many of these conversations are actually too narrow.”