For Customer Intelligence Professionals

Primary Analyst Photo	Document Information	Rate this Document
	September 10, 2009 Creating A Customer Contact Governance Council Successful Contact Strategies Require Cross-Functional Support by Suresh Vittal with Dave Frankland, Carlton A. Doty, Emily Murphy

This is an excerpt

Executive Summary

An enterprisewide contact strategy is an important key to success for the marketing organization. Optimal contact strategies help marketers reduce contact fatigue, lower opt-out rates, reduce costs, and embrace customer centricity. But most marketers struggle to settle on a consistent and thoughtful contact strategy. The marketing organizations that succeed share a common characteristic: contact governance councils. A contact governance council — consisting of marketers, technologists, and business and product managers — builds consensus and defines a contact strategy that supports the business objectives of the different products while respecting customer preferences.

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.