Seven Organizational Hurdles That Kill Customer Centric Marketing
The business press is full of stories about lack of performance or failure of CCM programs. In many cases, the real failure occurred when the marketer purchased CRM or Loyalty Marketing tools (which can be costly) before there was a defined business strategy and related plan of people, processes and tools to reach the overarching Customer Centric Marketing goals. At the same time, many case studies detail successful and profitable CCM strategies. When you study the successful cases, you will find marketers who found the tools to support their strategy instead of buying tools and then building the plan.