Creating A Customer Contact Governance Council
Successful Contact Strategies Require Cross-Functional Support
September 10, 2009
Why Read This Report
An enterprisewide contact strategy is an important key to success for the marketing organization. Optimal contact strategies help marketers reduce contact fatigue, lower opt-out rates, reduce costs, and embrace customer centricity. But most marketers struggle to settle on a consistent and thoughtful contact strategy. The marketing organizations that succeed share a common characteristic: contact governance councils. A contact governance council — consisting of marketers, technologists, and business and product managers — builds consensus and defines a contact strategy that supports the business objectives of the different products while respecting customer preferences.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase