Merkle (www.merkleinc.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
Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specialises in the delivery of unique, personalised customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximise the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 7,000 employees, Merkle is headquartered in Columbia, Maryland, with 21 additional offices in the US and 33 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.