A: The interesting challenge is you don't have enough marketers with the experience to actually do it right. If you look at all senior marketing people today, they've been trained by people who grew up in the last marketing paradigm, which was all driven around acquisition. Then, the core objectives were to create awareness and change perception. Nobody really taught them the skills you need once you get the customer in.
8 | DMNEWS | January 19, 2009 | www.dmnews.com www.dmnews.com | March 2, 2009 | DMNEWS | 21 SPOTLIGHT Better CRM begins with education Euro RSCG Discover’s Raj thinks DM could benefit from more experience in CRM By Lauren Bell Q: You’ve been in this industry for more their product. If they could just get them market is we refined the DM program at than 20 years — how did you start? to do it more, they could actually make DePauw University so we not only teach A: I started my career in 1984, in India. their numbers, and it’s easy because they DM as in acquisition through mail and The interesting thing about starting there know who their customers are and know stuff like that, but also how you can use is we actually did not have the fragmented what they are doing. insight and data to build robust retention marketing services model there like we do marketing programs. There’s a need for here. What we had was marketing agen- Q: What are some of the challenges in formal education programs to catch up cies, where clients would come and say, CRM today? and teach people that. In addition, com- “Here is my business problem, how do I A: The interesting challenge is you don’t panies need to find ways of bringing in solve it?” which is how people here did it have enough marketers with the experience specialists to coach them. The other thing in the ’60s and ’70s. My first job in the US to actually do it right. If you look at all se- to do is read. People need to be reading to was at Wunderman Cato Johnson — now nior marketing people today, they’ve been stay ahead of things. Wunderman — and then I transitioned trained by people who grew up in the last back to general advertising. I always marketing paradigm, which was all driven Q: How much is new technology affecting bounced around between that, consulting around acquisition. Then, the core objec- your business strategy? and direct/database/digital marketing. tives were to create awareness and change A: We view technology as a means to perception. Nobody really taught them the an end. To me, the Web 2.0 part is to Zain Raj Q: Euro RSCG Discovery is the CRM/ skills you need once you get the customer leverage our assets as we build CRM loyalty arm of Euro RSCG. Would you say in. There’s a scarcity of good, trained talent programs because customers like to talk Title: CEO, Euro RSCG Discover this particular type of direct marketing that knows how to do retention and loyalty to other customers and learn from their Previous roles: Most recently, CMO, has become more popular? marketing. They just don’t know what experiences versus being dictated to by North-American business unit, Euro RSCG; A: I think CRM has definitely been you do to retain those customers and how a marketer. Technology is enabling what president and CEO of Brand XP something we are talking more to clients you do marketing to make the relationship we are talking about because in the digital Hobby: Golf about and what clients want to do more deeper and more relevant. environment every action is something Best career advice recieved: “Make it simple of. With the cost of acquiring new cus- I can see and understand and leverage. and keep it simple.” tomers continuing to escalate, what most Q: How can the direct marketing commu- That behavior is tracked, and that allows companies and marketers are realizing is nity change that reality going forward? us to help customers have better experi- they already have people who are buying A: One thing we’ve done in the Chicago ences with the brand. l PEOPLENE
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