Defining An Enterprisewide Customer Contact Strategy

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.