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John Freeland of Accenture emphasises the role of marketing to energise customer relationships.
Accent on marketing - Part 2 | Part 1
As the number of customer channels has exploded, so has the need for creative marketing, which involves all the activities associated with building and sustaining a compelling brand and ensuring that customer interactions reflect a satisfying brand experience.
In the past, creative marketing efforts have been applied to CRM efforts in much the same way as technology. That is, in the rush to meet perceived demand, creative marketing campaigns were slapped on to the larger CRM initiatives in a haphazard and fragmented way. It has been far too easy for companies to develop a host of messages – from ad campaigns to customer service representative scripts – that are unintentionally inconsistent and thus frustrating to customers.
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International Consultants' Guide 2002
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Market Overview