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Marketing Measurement

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In order to assess the return on investment of marketing initiatives, marketing must develop customer profitability measures such as: Customer lifetime value modeling (What is a customer or customer segment worth to you during their lifetime with you?) Profitability measures by customer segment Customer satisfaction measures over multiple touch points

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Leadership

Generic Success – Focused Project Method

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Stage 5 – Implementation and full testing Involve all project team members Gain documented acceptance of test plans and scripts Obtain senior management approval of criteria for success Integrate systems, processes, third party interfaces with simulation of live environment Stage 6 – User and customer training followed by go live…

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Generic Success- Focused Project Method

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Stage 3 – Design Detail how business will be changed Define processes, inputs and outputs required Identify disconnects, interdependencies Prepare for interface development between systems and processes, including data conversion and data take on Deliver approved design documents for processes and systems Stage 4 – Development, integration and initial testing…

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CRM Program Checklist

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Focus on customers – Remember, this is about customers so focus on what they want and ensure someone is acting as the customer advocate at all times. Prioritize by customer need and return on investment. Walk the talk – Ensure fulfillment and delivery keep up with aspiration and expectation set…

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CRM Program Plan – Part 3

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Critical Success Factors Control plan changes – Establish formal change control and approval processes across the program and projects. Failure to do this will sink your program and people will never inderstand the consequences of requests for changes. Beware the minor change requests by senior management; they are time bombs…

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