Integrated Customer Measurement: Aligning Technology and Marketing Science

Length of workshop: 1 day

General Overview:
Understanding customers and their value to the business is a topic that has grown in importance as companies strive to become more customer focused, and less product focused. Many continue to struggle with, among other things, customer intelligence efforts that are chaotic and unfocused; ineffective technology solutions; and the acute challenges found in today's business environment. As is often the case, the harsh reality and renewed focus on the bottom line is causing integrated customer measurement (e.g., the valuation of intangibles; new ways of accounting; and improved methods of customer understanding) to become the fuel for board-level discussions in many organizations. As can be expected, this relatively new movement - that looks at business elements not normally examined in the boardroom or executive suite - is also leading to confusion over just what integrated customer measurement (ICM) entails.

This 1-day workshop presents a basic introduction to the principles and practices of Integrated Customer Measurement. By studying the weaknesses of technology-only solutions in marketing, sales, and call center software from the perspective of marketing science, an essential measurement framework emerges in the context of enabling technology systems. Perhaps just as important is realizing the numerous opportunities to gather customer feedback and insight that are generally overlooked in the rush to install CRM software systems. Numerous examples of technology and measurement solutions and suggestions are offered.

In this lecture/workshop, Dr. Raymond Pettit, author of the book Market Research in the Internet Age: Leveraging the Internet for Market Measurement and Customer Insight, will present the foundation and concepts of best-practice fusion of marketing science, technology, business intelligence, and metrics reporting.

Leader: Dr. Raymond Pettit

Workshop Goals:
At the end of this course, student will have an understanding of the weaknesses of CRM software-only solutions, what marketing science brings to efforts to improve customer retention and loyalty, and new ways to link the measurement and reporting of important drivers of customer value and equity.

Intended Audience: CMOs, CTOs, CFOs, CRM Directors, or those involved in Customer Intelligence or Insight tracking and reporting, who are interested in the alignment of customer measurements to increase and track retention and profitability - and understand and report the effect of important intangible drivers of customer value to shareholders, investors, and the market.

Outline/At a Glance:
Part 1
  1. The Achilles Heel of CRM
  2. How CRM changes business focus
  3. How Marketing Science fits in
  4. A Broad Continuum of Research: From Qualitative to Quantitative
  5. Mixed Method & Mixed Mode Research
  6. The Analytic Solutions Ladder
  7. Discussion
Part 2
  1. Innovative ways to integrate marketing science and enabling technology
  2. The Corporate Information & Intelligence Factory
  3. Fusing Attitudinal, Behavioral, and Financial Performance Metrics
  4. Metric Technique 1: Projections
  5. Metric Technique 2: Linkage Models
  6. Metric Technique 3: Causal Models
  7. Questions/exercises
Part 3
  1. Case Studies
    1. Demonstration of a variety of techniques
    2. Trends & Recommendations
  2. Handouts, bibliography
Prerequisites:
Basic executive-level business understanding of technology, marketing, sales, and customer service. Business degree or MBA would be appropriate.
Integrated Customer Measurement: Aligning Technology and Marketing Science

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