The goal of CRM is to create and nurture the customer conversation, which takes place in bite-sized chunks. A message, an offer, a question, an answer. The arc of the conversation leads to satisfaction and revenue, unless it is derailed. A message, an offer, a question, but no answer. Not a rude … [Read more...]
CASE HISTORY: IBM Software Premier Club. Generating $310 million in incremental revenue through preference management.
CASE STUDY OVERVIEW The IBM Software Premier Club is a relationship direct marketing initiative targeted toward senior software decision makers and influencers in IBM’s largest accounts worldwide. The program regularly communicates with 21,000 members in 49 countries and in 13 languages. Members … [Read more...]
