個案資料

Dynamic Customer Strategy: Today's CRM is a 10-chapter book published in 2014 by the Business Expert Press and written by Jeff Tanner, Jr., Professor of Marketing and Associate Dean of Faculty Development and Research at the Hankamer School of Business at Baylor University. In this book, the author explains how business leaders can capitalize on "Big Data," or the infinite customer information available in today's technology-based business environment. He provides a model for competitive advantage and maximized marketing performance through Dynamic Customer Strategy (DCS), an approach to understanding and utilizing Big Data. He includes real-world examples throughout the book and offers practical advice and discussion questions for both practitioners and students. In Chapter 7, Turning Models Into Customers (15 pages), the author outlines three steps for putting knowledge into practice. The first is to simplify the operational model to enable employees to capture key data and respond accordingly and quickly. He explains how to use personas to guide frontline employees on how to react to typical customer types both at the market level to guide decisions about the marketing mix and at the customer level to individualize customer experience. The second step is to map customer conversations to understand the customer decision process and identify opportunities for effective marketing. The author illustrates the value of both market and consumer level DCS through an analysis of Maybank. The third step is to move customers to the next stage of the purchase process, or convert them, in a profitable way by testing approaches and learning from their outcomes. He reviews two "test and learn" methods, attribution modeling and experimental design.

• Customer relationship management
• Big data
• Marketing channels