For Customer Intelligence Professionals

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	October 22, 2008 Defining An Enterprisewide Customer Contact Strategy by Dave Frankland with Suresh Vittal, Jaap Favier, Emily Bowen	Average: 10  (2 ratings)

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Executive Summary

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.

TABLE OF CONTENTS

• Today's Customer Contact Strategies Are Seldom Enterprisewide
• Five Building Blocks For A Contact Strategy

WHAT IT MEANS

• An Enterprisewide Strategy Sends Ripples Across The Marketing Ecosystem
• Supplemental Material
• Related Research Documents

This is an excerpt

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