Customer Relationship Management (CRM): Communicatio...

 

In a business-to-business context in the auto insurance industry, the synergistic value of the continuum of relational-transactional data in developing interactive Integrated Marketing Communication ( ...

Market research has traditionally been the mediator between customers and companies, and has normally been based on techniques and processes that treat people as passive respondents. In the face of te ...

Consumer panels are traditionally one of the most important tools in carrying out market research, and the increasing prominence of the internet has the potential for engaging vast numbers of consumer ...

12 million adults across the UK have a reading age of 9 to 14. That’s the equivalent of being able to read the Sun. In other words, they can read and write, they just don’t read and write very well. P ...

This paper outlines how the market research industry needs to adapt to the new relationship between people and organisations. New information and communications technology are allowing people to becom ...

Today's OEM marketers must choose among a bewildering array of marketing corridors to reach consumers, with few established 'ground rules' to guide toward the best strategic choices. This paper discus ...

This paper looks at how trust, authority and science are currently 'communicated' in the pharma and other sectors. Semiotic analyses show how it is possible to leverage certain codes in order to build ...

Understanding underlying consumer needs and drivers of trust can help build intense consumer relationships. Exploring the consumer experience across CPG, automotive, financial services and other secto ...

Health care professionals have a high interest in patient follow-up research from both a medical and scientific point of view. Patient follow-up after surgery is crucial to good aftercare. Patients ar ...

Professor Merlin Stone and Neil Woodcock, of WCL (a change management and CRM consultancy), discuss a new model of customer management (CMAT) and good practice in customer acquisition, penetration and ...

For more and more companies, call centers were positioned as the hub of all customer service operations and the list of services provided via call centers expanded throughout the early 2000s. Used by ...

This article defines the integrated marketing process and shows how it can be used to improve advertising. It discusses how integrated marketing thinks about brands, the consumer experience with produ ...

By simplifying financial paperwork such as bills and statements, financial institutions can improve the customer experience, this paper argues. When viewed as branding's unsung heroes rather than as n ...

White points out that in spite of enormous budgets the financial services industry seems unable to inspire consumers to constructive action. Increasingly the business is driven by two imperatives: to ...

This article examines how societal shifts resulting in a better-informed consumer are changing the nature of the customer-brand relationship as well as the nature of branding building. As the importan ...

With the recent reissue of Lester Wunderman's 'Being Direct', Martin Thomas, a partner at Nylon, reflects on the insights and predictions of 40 years ago. He reveals that Wunderman's watchwords of 'p ...

ABN-AMRO wanted to launch a credit card in India but it was late into the market – the biggest four banks already accounted for 75% of the market. In addition, Indian consumers are wary of credit card ...

Martin Payne, Through the Loop, and Ross Urquhart, RPM, argue that ‘brand experience’ is key to helping differentiate brands in today’s crowded market. Firstly they develop a definition for brand expe ...

Andrew Greenyer, director of customer relationship solutions at Group 1 Software, argues that a revolution is taking place in the use of existing channels for advertising to existing customers (such a ...

Fergus Hampton, CEO of Millward Brown Precis, argues that the speed and importance of the internet as an unregulated information source requires companies and brands to continuously monitor what is be ...

BT is in the eye of the telecommunications revolution and has experienced massive change over the past few years in the face of both regulation and increasing competition. PIERRE DANON, chief executiv ...

Richard Cross, president of Cross World Network, explains keyword marketing. He shows how keywords and phrases that customers type into search-engines, such as Google, can be accessed and used to imp ...

Tony Wardle, a partner at Nimbus Experience, argues that the interaction between employees and customers (and other stakeholders) is a brand’s most powerful medium. Thus customer-facing staff need to ...

Inquiry processing is central to securing sales, but is also time-consuming for marketing departments. This paper defines the key terminology of inquiry processing, and disucesses the various pros and ...

Web penetration in the US stands at 58% households and an increasing number of consumers are using it to research major purchases. In this article Paula George Tompkins argues that many companies wit ...

Andrew Greenyer, director of customer relationship solutions at Group 1 Software, describes a survey of company marketers, which asked the length of time that their customers spent looking at particul ...

The Association of Publishing Agencies (APA) researches how customer magazines work as a marketing channel. In this article, Hilary Weaver describes two studies that help explain the rise and continu ...

Can an inward focus on building employee loyalty increase customer loyalty? Based on key research findings, this paper attempts to track the specific initiatives taken by India’s largest lifestyle ret ...

Systembolaget, Sweden’s alcohol retailing monopoly, acts on a strictly regulated market where the marketing possibilities for the retailer are limited. Meeting and exceeding customers’ needs and expec ...

Creating an experience or an emotional connection with the customer requires that the marketer or retailer first understand that this experience or emotional connection is not the same for every custo ...