Unica Building A Customer Management Framework

Building a Customer Management Framework outlines key elements for an effective customer strategy: (1) a strategy tied to business goals, (2) compelling programs that drive value, (3) technology to support data and experience, and (4) an organization to deliver these elements. High performing companies leverage customer data by creating analytical skills and processes. The document then discusses building blocks like predictive marketing capacity, customer experience focus, marketing automation, and change management best practices.