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Marketing Matters Live!
On-location Broadcast
from the American Marketing Association’s Mplanet 2006

Getting started with CIM: Jeff Schumacher, Partner, McKinsey & Company, discusses Customer Interaction Models

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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.”

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