Must Read:Converge, By Bob Lord and Ray Velez, the CEO and CTO of Razorfish
I just finished reading this great book, Converge. Let me give you few insights coming from this book written by visionary people.
Simply said, Converge is a concept which explains how marketing and technology are merging together so that to reach an awesome customer experience.
The objective is to create a special relationship with the customer, regardless the point of contact. Think as well about what direct marketing did to improve the customer experience thanks to database some long time ago.
Each brand need to help customers to achieve something. Thinks of Colgate for instance which help the customer to have whiter and healthier teeths. This means they can sell tomorrow not only toothpaste but any products and services that can help customers achieve their needs.
The 5 th principes of convergence:
1- Customer centricity
2- Rejection of silos
3- Act like a start up
4- Cross disciplinary mind-set
5- Think your brand as a service
Marketing has become about service, about utility and much of it its technology enabled.
Companies need to rethink their organisations and the way they work so that to blow up silos.
Convergence should enable you to change your organisation and processes and to adopt a new methodology (Agile Methodology)....
To get more information about the book clic here.