Getting started with CIM: Jeff Schumacher, Partner, McKinsey & Company, discusses Customer Interaction Models
Jeff Schumacher, McKinsey & Company Partner, explains CIM – the Customer Interaction Model – and how it can be used to control costs, boost customer value, and reach new markets. Schumaker, a speaker Mplanet 2006, reveals:
- How the proliferation in communication channels and market segments is forcing marketers to segment customers according to how they interact, rather than what (or how much) they buy
- The three key elements of CIM – understanding this new customer perspective, creating a “lean backbone,” and growing revenues from high-value customers
- What marketers must do to begin using CIMs
Also discussed: The new concept of “monetizing media.”
