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 WorkshopThe Essentials Of Direct And Database MarketingLocation: San Francisco, Calif., US Date: December 4, 2008 Presented by: Dave Frankland and Suresh Vittal This workshop helps participants understand the changing role of direct and database marketing in relation to their overall marketing efforts. Specific exercises help Direct Marketing professionals learn how to assess their organizational readiness to extend and expand their current efforts.
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The Direct Marketing Council provides members with expert guidance toward making better-informed, strategically sound database marketing decisions. Working together, members immerse themselves in topics such as contact optimization and segmentation strategies, organization and governance issues, and processes for managing vendor and service provider relationships. To learn more, contact us.  |
