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12 February 2013, London -- Econsultancy today announced the publication of its new best practice guide for customer relationship management in the social age, written by experienced eCRM and social CRM strategist Andrew Campbell. The guide aims to help CMOs develop a future-proofed eCRM strategy, which will involve combining the best of traditional eCRM practices, tools and techniques with the rapidly emerging capabilities of social CRM.

The guide has been written from a practitioner’s perspective and represents an applied and pragmatic approach to updating eCRM strategy and programme design to accommodate social media.
The guide is split into five main sections covering:

--eCRM Theory – the historical context and theoretical framework of eCRM and its alignment with broader business strategies.

--eCRM Practice – practical application of this theory to support a rigorous and effective approach to eCRM strategy and planning.

--Social CRM Theory – the backdrop to the emergence of social media channels and their impact on the traditional eCRM model.

--Social CRM Practice – the practicalities of designing and implementing social CRM programmes and integrating these with more traditional eCRM programmes.

--Integrated Planning – a planning framework to support an integrated and customer-centric approach to eCRM and social CRM programme design and definition.

Andrew Campbell, author of Customer Relationship Management in the Social Age: A Best Practice Guide, said: “We wrote this guide with a practical and applied approach to planning, designing and optimising future eCRM strategies. The emergence and impact of social media on eCRM programmes has parallels with that of the internet twenty years ago. Senior digital marketers have a once-in-a-career opportunity to take their eCRM programmes onto the next level and this guide will help them grab that opportunity with both hands.”

The guide includes a new analytical framework to classify eCRM typologies and strategies, 45 questions to help you understand the key issues affecting your eCRM strategy, assertions and hypotheses to explain how social CRM relates to the broader eCRM strategy and a new eCRM planning framework.

Get this guide:

The Customer Relationship Management in the Social Age Best Practice Guide is available for Econsultancy subscribers to download here:


For more information about this report, contact:

Ryan Sommer, Content Marketing Executive, Econsultancy
ryan.sommer AT econsultancy.com
+44 (0) 207 269 1450

For a deep dive into CRM, check out Econsultancy’s eCRM Masterclass, taking place on 9 April 2013:


This three-day intensive programme, run by Andrew Campbell, will help you understand how CRM can improve your business and give you the practical skills to apply and assess CRM techniques in the real world.

About Econsultancy
Econsultancy is a digital marketing best practice community and publisher, which educates the world’s marketers on everything from web analytics and email marketing, to social media, PR and ecommerce. Econsultancy provides independent research, consultancy services, and worldwide events and training for over 180,000 members and counting, and has offices in London, New York, Sydney, Singapore and Dubai. Econsultancy was acquired by Centaur Media plc in July 2012.
Web: http://econsultancy.com
Twitter: http://twitter.com/econsultancy

About Andrew Campbell
Andrew Campbell has 25 years experience in leveraging technology in pursuit of marketing goals. He has set up and run several CRM businesses and, over the past 25 years, has worked with a wide range of blue chip brands in designing and building effective eCRM programmes. Andre has previously lectured for both the DMA and IDM and been a regular speaker at industry and trade events.

Andrew has served on the DMA Data Council, lectured and spoken on IDM, DMA and Econsultancy training programmes, spoken at numerous trade events and is passionate about promoting best practice and excellence in the field of marketing and CRM.

You can connect with Andrew on LinkedIn (https://www.linkedin.com/e/fpf/13947754)

Published on: 10:00AM on 12th February 2013