Merkle, the leading technology enabled, data driven customer relationship marketing (CRM) firm and the nation’s largest privately held agency, has announced the  launch of a new book, Connected CRM: Implementing a Data-Driven, Customer-Centric Business Strategy, written by David Williams, Chairman and CEO. The book reveals how customer centricity has rapidly evolved from a back office initiative to the central operating strategy of many of today’s leading brands.

“As the marketplace grew exponentially during my 25-year journey in the marketing business, the observations I and the team at Merkle made along the way have shaped a new way of thinking about how brands can capitalize on an ever-increasing digital world to create unique customer experiences that build sustainable competitive advantage,” said Williams. “Using real-world examples, I take the story beyond what and why of customer centricity, to focus on how companies can bring customer strategy to life- and monetize it.”

There are three macro trends that are changing the marketplace landscape: the digitization of media and channels; the proliferation of social media networks at scale; and the ability for consumers to access media anytime, anywhere. Marketers are responding with data-driven, digital customer strategies and a collective business model transformation. Connected CRM focuses on the data-driven blueprint for creating long-lasting, highly profitable customer relationships on a massive, measurable scale.  It is the systematic approach that will improve financial results, create competitive advantage and drive shareholder value.

To learn more about the book and download a complimentary excerpt, please visit our Connected CRM website.