Customer Relationship Management (CRM): Retention

 

This best practice article on brand loyalty reviews the basic operationally concepts and the differentials that separate the two. The article reviews brand loyalty in the fmcg field, covers the area o ...

This paper offers a new, innovative approach to ‘weak signal detection’. The goal is to discover coming trends or latent consumer needs. Building on the sciences and principles of ‘information theory’ ...

This paper describes an application of automated website synthesis and uncertainty reasoning for customer preference management (CPM), particularly in the context of web-based customer relationship ma ...

This paper proposes a framework for identifying paths to a customer growth and management process designed to nurture customers into prime customers. The analysis results included are based on a custo ...

This piece on customer loyalty differentiates between incentive and loyalty schemes. The author asks whether customer loyalty is a thing of the past. Data for Sainsbury and Tesco club cards are exam ...

This study uses statistical analysis to link a series of disparate studies involving measurements of customer satisfaction, employee satisfaction, customer retention, and strategic business unit profi ...

This paper describes a recently completed project at Verizon Wireless that addresses the problem of customer attrition (churn). Outstanding results have been accomplished by combining Data Mining tech ...

This article on customer relationship management emphasises the value of some customers over others - these are called 'customers that count'. The author quotes the 105-year-old law that 80% of wealt ...

This article discusses Organisational Alignment as a management tool for instilling a brand consistency throughout an organisation for overall business health. It identifies the theory's roots in a H ...

A year ago the world was over-valuing internet companies. This articles asks 'Can you calculate customer values?' It says that measurement of performance is fundamental. The real aim of understandi ...

Argues that advertisers and their agencies must start to act together in countering flawed complaints against advertisements. Complaints are rising in numbers, and adjudications (by the ITC, the ASA e ...

Advertising, to break through consumer indifference, may increasingly carry provocative content, which may offend certain groups (including those outside the target): recent examples are Benetton and ...

Customer complaint is growing in America, often exacerbated by poor handling, e.g. of help lines. The Internet enables such rage to spread very fast, and it can seriously damage a business, as has bee ...

Database marketing is the answer to the increasing difficulty of getting and keeping the attention of consumers. It is a way of forming and cementing relationships. Example: the Healthcare Database Pr ...

This paper looks at how the relationship between the U.K. market research and database marketing industry has evolved over the last decade, the problems encountered and opportunities for both industri ...

Getting close to customers, understanding and meeting their needs in terms of products, services and business relationships have been for many years the key corporate success factors. Of late much has ...

The proposition is examined here that modeling what actually happens in customer/marketer information search and two-way responses is helpful for designing effective advertising programs. A 20-step, ...

Direct marketing - how to grasp the dynamics of `customer service marketing' (CSM). Two key dynamics have influenced the development of this thinking: cheaper and more accessible customer databases, a ...

In 1975 the Italian press media looked set for modest revenue growth, whilst TV advertising was rationed to a few slots in an oppressive state monopoly. Then deregulated TV expanded airtime availabili ...

This paper, given at the ARF Conference `How Advertising Works', reviewing the results of 400+ cases tested by IRI's BehaviorScan system in the USA, describes the realities, as well as the benefits, o ...

Another look at prospects for the advertising business, by a leading analyst. Key factors look to be flat consumer demand, exacerbated by low recruitment activity, a dull housing market, and effects o ...

A paper given at the 1991 International Readership Symposium. For over a decade, researchers have fiercely debated the merits of the two methods used to estimate magazine readership in the USA, Throug ...

Brand building can be hard to justify to investors, and brand equity can easily be subverted by short-term pressures, which tend to preoccupy managers in Japan and the USA, and management practice. Bu ...

An account of cable TV development in the USA, which may foreshadow what will happen in Europe. Cable has led to better programme quality and choice, big and attractive audiences, competitive CPTs, an ...

Succinctly describes how fast various data will be available from the new BARB, in what form and detail. Electronic distribution, storage and access will largely displace hard copy. The author explain ...

Discusses how the advertising community may use the new BARB data output. It has to be flexible, a reliable basis for trading, covering all aspects of set usage, and with foolproof technology. The aut ...

Describes a new research technique named INTERVIEW, produced by AT&T Istel and marketed with Interactive Research Ltd. Specific samples accept placement of an interactive videotex screen and keyboard, ...

Part of an editorial feature: 'Over 55s: gold among the grey'. Discusses the need to target specific financial products to the over-55s. Data from the Financial Research Survey (NOP) is quoted to show ...

A detailed criticism of the current National Readership Survey and the organisation of JICNARS, by a long-standing member of the various technical committees. Key points: people are too ready to accep ...

A large scale research study for the Home Office by the Broadcasting Research Unit ('The Listener Speaks', HMSO January 1989) investigated listeners' experience of commercial radio and found a widespr ...