Better CRM begins with education by ProQuest


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									       8 | DMNEWS | January 19, 2009 |

                                                                                                                                          | March 2, 2009 | DMNEWS | 21


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

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