Featured ResearchDefining An Enterprisewide Customer Contact StrategyIncreasingly, today's consumers try to limit their exposure to marketing communications. Yet few firms seek to implement a contact strategy across lines of business and communications channels in order to improve customer experience and maximize program profitability. To help frame a customer contact strategy, Forrester has identified five key dimensions marketers must focus on: 1) establish a customer-centric marketing culture; 2) rethink business processes; 3) create a centralized view of the customer; 4) use analytics to drive customer communication; and 5) invest in a consistent measurement framework. Featured WorkshopMaking B2B Marketing WorkLocation: Cambridge, Mass., US Date: September 17, 2009 Presented by: Laura Ramos This Workshop examines the changing nature of B2B marketing in light of the digital and social media shift and the groundswell of Social Computing. It provides guidance to integrate your marketing program; tap into communities, networks, and social activity; and show greater returns on marketing dollars spent.
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