Business Services Industry
Direct Personality: Experian's new CMO brings clarity.(Chief Marketing Officer Deborah Lowman-Zuccarini)(Brief Article)
B to B, April, 2001 by CLARK, PHILIP B.
All too often, customer relationship management initiatives come to resemble home remodeling projects: pricey, drawn-out, frustrating affairs with no clear end in sight. Deborah Lowman-Zuccarini, Experian's new chief marketing officer, aims to change this perception.
``CRM initiatives typically fail for lack of a written plan,'' said Lowman-Zuccarini, who is the first CMO at Experian, a database and CRM company.
Another common blunder is a myopic focus on technology, she said. It's a gaffe that can kill an otherwise good CRM plan. ``People focus on technology too early and too often,'' she said.
Experian offers a wide range of marketing services. ``We can help on credit reporting, to marketing services, to customer data integration,''...
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