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Description:
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In a world of heightened competition, declining loyalty, and rapid change,
strengthening relationships with customers is more important than ever.
Trusted relationships with strategic accounts translate into marquee
references, positive word-of-mouth, and valuable insight into the most
effective new offers.
This ITSMA Briefing addresses the questions that get at the heart of
how to improve relationships with your most important customers and accounts:
- What programs and activities can be most effective in deepening relationships
with key customers? Account-based marketing? Customer councils? Online
communities? What activities should you invest in and why?
- How can you improve coordination across the range of relationship-oriented
programs to ensure maximum overall effectiveness?
- What role should marketing play vis à vis sales and delivery
in maximizing relationship growth?
Featuring case study examples from AT&T on how to build a customer
success funnel and from Steria on how to leverage account-based
marketing to increase the sales pipeline and engage in more strategic relationships
with C-level executives, the Briefing provides real-world examples and
practical recommendations for reaping the benefits of an integrated customer
relationship program.
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