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1. Introduction
2. Contents
3. From CRM to CEM - it's all about 'experiences'
4. Customers are behaving in a different way
5. The market is changing rapidly
6. The result: there are few areas left to differentiate
7. Response to customer needs
8. Creating customer understanding
9. Branding is promise - experience is reality
10. The challenge in delivering the experience
11. Consistency across all customer touchpoints
12. What needs to change?
13. A new approach to marketing communications
14. Real time customer decisioning
15. Customer driven action
16. Themes of a customer driven marketing strategy
17. Strategy profitability for the company
18. Stats on multichannel interactions
19. The right starting point
20. Framework for differentiation - basic
21. Framework for differentiation - intermediate
22. Framework for differentiation - advanced
23. What would the customer experience be like?
24. How the information is displayed where it matters
25. Toolkit to optimise customer interaction
26. Integrated marketing effectiveness
27. Goal: optimize customer interaction
28. Key messages
29. Conclusion
30. References

Topics Covered

• The evolution of marketing from customer relationship marketing to customer experience marketing
• Overview of the changing needs of customers and the markets we operate in
• New approach to integrated marketing and communications
• Core themes and business drivers key to building and implementing a customer experience driven marketing strategy
• Key headlines for delivering successful integrated marketing communications

Links

Series:

• Multichannel Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on December 31, 2008
• Archived on March 17, 2022