In addition to the traditional monetary (products, spend, portfolio) based mechanism of measuring customer value , Wunderman is suggesting a more complete valuation of the customer to include influence and engagement.
Tag: Forrester
The 4 Cs of Intelligence-Powered CRM
At this weeks Forrester Consumer Forum I attended the Customer Intelligence Leadership board and had an opportunity to hear Joe Stanhope & Suresh Vittal present a case for “Intelligence-Powered CRM.”  The central thesis is that applying Customer Intelligence (CI) to Customer Relations Management (CRM) increases the likelihood of successful implementation. Forrester defines CRM as a …