Merkle (www.merkle.com), a leading technology-enabled, data-driven performance marketing agency, announced that it has released a new report, The Case for Change: Exposing the Myths of Customer-Centric Transformation, which dispels some of the common myths about transformation that can lead marketers down the wrong path. The 2016 study, conducted in partnership with Adobe, identifies several misconceptions about what is required to successfully implement people-based marketing across an organization.
“Enterprise transformation is difficult enough without the added challenges that stem from unearned confidence or unfounded fears,” said Margie Chiu, senior vice president, Customer Strategy Group, Merkle, and author of the report. “When organizations hold too tightly to their preconceived ideas of what’s required to adopt a customer-centric business strategy, they face a rude awakening when it’s time to move forward with meaningful change.”
The research findings help to build the case for change by providing marketers with key data points to support their initiative. Adopting a customer-centric business strategy requires a carefully planned and executed organizational transformation. It’s imperative to ensure that proper time, energy, and preparation go into a thorough planning process, laying out all of the resources, skills, teams, processes, and technologies required to make it happen.
“The proliferation of devices and channels has heightened the importance of customer experience, yet many organizations struggle with effectively transitioning to a digital foundation,” said Kerry Reilly, director of product marketing for Adobe Campaign. “Our report with Merkle provides practical and strategic advice for implementing a customer-centric business that truly delivers an exceptional experience.”
Merkle and Adobe will co-host a complimentary webinar focused on the research findings, titled Customer Centric Transformation: The Truth Behind Successful Change. Led by Merkle’s Margie Chiu and Andre Salazar, global practice lead, Partner Solution Consulting at Adobe, the webinar will take place on Thursday, August 18 at 2:00 p.m. ET. During the webinar, attendees will learn:
The essential factors to a successful large-scale change initiative
A clear breakdown of the transformation competencies by phase: planning, development, and deployment
The misconceptions (and truths) behind the most common barriers to customer-centric evolution in the enterprise