Annotated BibliographyProvide five additional references related to your Dissertation topic in annotated bibliography format and/or incorporated into the literature review. Five new references will

CUSTOMER RELATIONSHIP MANAGEMENT | JULY \f016 15 ON THE SCENE: CRM E\bOLUTION Digi\fal Transforma\fion Requires a Cul\fural Change Day 2 Keynoter Brian Solis urged companies to change their mind-sets altogether M arketers will need to alter com- pany culture to deliver relevant, seamless digital experiences to customers, several speakers urged during the CRM Evolution conference. Brian Solis, digital marketing analyst and principal at the research and advisory firm Altimeter Group, identified three key elements of digital transformation:

understanding digital customer experience, transforming com- pany vision and leadership, and building a digital transfor- mation team. He stressed that customers do not see mobile as simply a single channel: “To them, mobile is not a device— to them, mobile is a lifestyle,” he said during the day two keynote.

“Everything on that small screen is how they interact with the world, yet many of us are still designing off of processes that were invented before the Internet, and it’s time that we evolve that.” A major problem, according to Solis, is that executives are not digitally literate.

“They complain about all new aspects of technology or they belittle it,” he said, suggesting that a “reverse mentoring” is necessary to change executives’ attitudes. Furthermore, he noted, many compa- nies are risk-averse overall. “I’ll talk to any company, especially those in finance or insurance or pharmaceuticals or health- care, and they’ll say, ‘Oh, but we’re regu- lated.’…The most interesting companies I’ve found don’t just challenge regulation, they look for ways to partner with regula - tors to find ways of ‘How do we innovate, if our customers or our patients or our stakeholders are evolving.’…They find ways to work together.” Solis noted that this kind of collabora- tion is needed to bend culture. Michael Fauscette, chief research officer at G2 Crowd, took things a step further by encouraging companies to embrace the transparency of the digital world. Fauscette noted that many companies are “already naked” in the digital environment, and customers “are already in control.” “In this online environment, things about you, the information about you, the information about your products and services, it’s out of your control and it’s almost everywhere,” he said. Fauscette suggested that rather than being concerned with what information cus- tomers can access, companies should embrace transparency to build trust—and, eventually, authen- tic relationships—with customers. During his session, Robert Bergman, a marketing professor at Lewis University in Chicago, emphasized the importance of crafting stories to connect with cus- tomers. “Stories trump data,” Bergman stated. “It’s not about features, functions, and benefits, although most marketers use them,” he said. “It’s about stories.

When it comes to persuasion, stories are easier to understand, and, therefore, sell your product better.” In her session, Samantha Stone, who founded and is senior analyst at The Mar- keting Advisory Network, emphasized the importance of creating a persona—a fic- tional representation of a company’s ideal customer. According to Stone, personas are a composite of market research and serve as a reminder of customers’ “unique human elements.” Stone also emphasized the importance of conducting qualitative interviews with both customers and non-custom- ers, saying that if “you want to under- stand people, talk to people.... It is the single biggest difference between perso- nas that work and drive value and per- sonas that someone checked off their to-do list. You have to talk to customers and non-customers—not just the peo- ple who already understand the context of your business, but the people who don’t yet.” —Sam Del Rowe “To [customers], mobile is not a device\fto them, mobile is a lifestyle.” SOURCE: MARKETANDMARKETS’ “MOBILE MARKETING MARK-GLOBAL FORECAST T\ O 2021” REPORT Fast Facts & Figures The current value of the global mobile marketing solutions market The projected value of the global mobile marketing solutions market by 2021, growing at a compound annual growth rate of 28.1 percent per year $ 98.9 billion $ 28.6 billion CCCUSTOMER MELRAIN\YUHLP Copyright ofCRM Magazine isthe property ofInformation TodayInc.anditscontent may not becopied oremailed tomultiple sitesorposted toalistserv without thecopyright holder's express writtenpermission. However,usersmayprint, download, oremail articles for individual use.