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. Chapter 10, Customer Culture (14 pages), explains the importance creating and maintaining the right company culture to sustain a DCS. The author outlines the requirements for this culture, starting with leadership that teaches strategy rather than simply mandating it. He says that it is essentials to have a Customer Knowledge Competence (CKC), which entails a company's ability to acquire, analyze, disseminate, and operationalize customer information. CKC depends on three factors: people with the right skills, tools that enable data acquisition and management, and supporting work processes and policies. He adds customer culture as an additional requirement, including valuing and rewarding CKC. He highlights the importance of a culture of learning and outlines several ways to focus on learning, such as individual brainstorming and team-based decision making. He presents the real world example of how the Meredith Corporation successfully brought data management in-house.

• Big data
• Marketing channels
• Customer relationship management