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Printable Handouts
Navigable Slide Index
- Introduction
- Contents
- From CRM to CEM - it's all about 'experiences'
- Customers are behaving in a different way
- The market is changing rapidly
- The result: there are few areas left to differentiate
- Response to customer needs
- Creating customer understanding
- Branding is promise - experience is reality
- The challenge in delivering the experience
- Consistency across all customer touchpoints
- What needs to change?
- A new approach to marketing communications
- Real time customer decisioning
- Customer driven action
- Themes of a customer driven marketing strategy
- Strategy profitability for the company
- Stats on multichannel interactions
- The right starting point
- Framework for differentiation - basic
- Framework for differentiation - intermediate
- Framework for differentiation - advanced
- What would the customer experience be like?
- How the information is displayed where it matters
- Toolkit to optimise customer interaction
- Integrated marketing effectiveness
- Goal: optimize customer interaction
- Key messages
- Conclusion
- References
This material is restricted to subscribers.
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
Talk Citation
Kerlin, A. (2008, December 31). Integrating marketing communications [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/GPFN7595.Export Citation (RIS)