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sponsored by eLoyalty Corporation
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Posted:
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23 Jun 2004
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Published:
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25 Feb 2004
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Format:
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PDF
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Length:
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20
Page(s)
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Type:
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White Paper
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Language:
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English
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ABSTRACT:
In this paper, we will explore in detail the critical elements necessary to be successful in establishing and executing a customer-centric strategy that delivers durable competitive advantage and economic benefit by establishing and maintaining customer intimacy and relevance. The paper is structured in two parts:
- Part 1 of the paper focuses on the justification for Analytical CRM and the role of the Marketing organization in this transformation. It is designed to stimulate strategic thinking and to frame potential organizational challenges and barriers.
- Part 2 of the paper transitions to a framework for the implementation of Analytical CRM. It has been structured to support the people charged with responsibility for this transformation effort. We have assumed that the Marketing function will perform this role.
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Authors
Karen Bolton
Vice President, Global Accounts
Karen Bolton is Vice President for eLoyalty with responsibility for eLoyalty's global accounts. Karen is a member of the eLoyalty executive team. She has extensive program management and management consulting experience, particularly within the financial services, telecommunications, and media industry sectors.
Jeffery Steffens
Vice President, Business Process Transformation
Jeffery Steffens is a Vice President for eLoyalty with over 12 years of experience in defining and delivering major CRM transformation programs for large corporations with a specific focus on the telecommunications industry.
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RESOURCES
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sponsored by eLoyalty Corporation
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