Connected CRM Book Summary - Connected CRM Book explained in key points
Listen to the Intro
00:00

Connected CRM summary

David S. Williams

Implementing a Data-Driven, Customer-Centric Business Strategy

4 (38 ratings)
12 mins

Brief summary

Connected CRM by David S. Williams is a business book that explores how to integrate customer relationships, data, and technology to personalize marketing interactions and increase customer loyalty.

Table of Contents

    Connected CRM
    Summary of 5 key ideas

    Audio & text in the Blinkist app
    Key idea 1 of 5

    In the digital age, we need to engage customers instead of just showing them ads.

    In the twenty-first century, people the world over can buy countless varieties of products online instead of visiting real stores. But this isolates customers from marketers, forcing marketers to find new ways of reconnecting with their audience.

    What exactly does this mean?

    It means that today’s ads need to go beyond promoting the latest products. They need to engage the customer.

    At the moment, many things come between the customer and the company. For example, in online shopping there’s a lack of communication; the customer’s reactions are hidden behind screens, so it’s hard to ascertain how they feel.

    Then there are also occasions when the problem is too much communication.

    We see so many ads throughout the day that they don’t even affect us anymore. That’s why ads need to go beyond just communicating and really draw us in. An example of an engaging ad is the iPhone 6 campaign, which displayed iPhone users’ own photos. This triggered engagement because everyone who saw it felt they could take great photos with their own iPhones.

    There are also trends that make it easier to reconnect with customers. One thing that helps customer engagement is the modern economy’s shift toward platform marketing, as on Amazon or Ebay.

    When someone buys something on your platform, like a cookbook, you could collect that data and use it to target them with food-related ads. However, when your competitors also have powerful platforms, you need to develop more and more sophisticated ways of interacting with your potential customers. So while platform marketing offers the chance to amass loyal customers, actually doing so presents a considerable challenge.

    Another way of reconnecting with customers is to use personalization. But don’t think that just calling a customer by their first name will suffice. Instead, you should group customers into segments, with each segment representing a certain kind of behavior. Then, by preparing messages for each segment at a frequency that is neither too pushy nor too shy, you can guarantee a high level of personalization for your customers.

    Want to see all full key ideas from Connected CRM?

    Key ideas in Connected CRM

    More knowledge in less time
    Read or listen
    Read or listen
    Get the key ideas from nonfiction bestsellers in minutes, not hours.
    Find your next read
    Find your next read
    Get book lists curated by experts and personalized recommendations.
    Shortcasts
    Shortcasts New
    We’ve teamed up with podcast creators to bring you key insights from podcasts.

    What is Connected CRM about?

    Connected CRM (2014) cuts through buzzwords like “the cloud,” “personalization” and “big data” to show us how best to use information to serve customers in the brave new world of online business.

    Who should read Connected CRM?

    • Online marketers
    • Business insiders
    • Everyone interested in CRM

    About the Author

    David Williams is the CEO of performance marketing agency Merkle. He is a frequent speaker at industry events and has written numerous articles and white papers on database marketing and analytics, customer relationship marketing and marketing technology.

     

    © David S. Williams: Connected CRM copyright 2014, John Wiley & Sons Inc. Used by permission of John Wiley & Sons Inc. and shall not be made available to any unauthorized third parties.

    Categories with Connected CRM

    Book summaries like Connected CRM

    People ❤️ Blinkist 
    Sven O.

    It's highly addictive to get core insights on personally relevant topics without repetition or triviality. Added to that the apps ability to suggest kindred interests opens up a foundation of knowledge.

    Thi Viet Quynh N.

    Great app. Good selection of book summaries you can read or listen to while commuting. Instead of scrolling through your social media news feed, this is a much better way to spend your spare time in my opinion.

    Jonathan A.

    Life changing. The concept of being able to grasp a book's main point in such a short time truly opens multiple opportunities to grow every area of your life at a faster rate.

    Renee D.

    Great app. Addicting. Perfect for wait times, morning coffee, evening before bed. Extremely well written, thorough, easy to use.

    People also liked these summaries

    4.7 Stars
    Average ratings on iOS and Google Play
    29 Million
    Downloads on all platforms
    10+ years
    Experience igniting personal growth
    Powerful ideas from top nonfiction

    Try Blinkist to get the key ideas from 7,000+ bestselling nonfiction titles and podcasts. Listen or read in just 15 minutes.

    Start your free trial