October 22, 2008

Defining An Enterprisewide Customer Contact Strategy

This is the first document in the "Customer Contact Strategy" series.

by Dave Frankland

with Suresh Vittal, Jaap Favier, Emily Bowen

Executive Summary (This is a document excerpt)

Increasingly, today's consumers try to limit their exposure to marketing communications. Yet few firms seek to implement a contact strategy across lines of business and communications channels in order to improve customer experience and maximize program profitability. To help frame a customer contact strategy, Forrester has identified five key dimensions marketers must focus on: 1) establish a customer-centric marketing culture; 2) rethink business processes; 3) create a centralized view of the customer; 4) use analytics to drive customer communication; and 5) invest in a consistent measurement framework.

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