Customer Relationship Management (CRM): Customer sat...

 

Drew Neisser, president and CEO of Renegade Marketing Group, describes a trip with his 12 year old son to the Dew Action Sports Tour in Louisville, Kentucky. On the trip they encountered over ten mem ...

While there has been good progress in the past several years in the conceptualization and understanding of the determinants of satisfaction, analytic methods for understanding customer satisfaction ha ...

This paper illustrates the evolution of the dealership training for Ford of México with the global customer satisfaction program, Customer Viewpoint. Ford of México evolved from communicating research ...

Peter Rosenwald, author of Accountable Marketing: The Economics of Data-driven Marketing, explores the cost/benefit relationship of CRM. Using examples he illustrates how CRM costs can be modelled, an ...

Gailynn Nicks, managing director of Ipsos Loyalty, argues that product brands require strong customer relationships in much the same ways that service brands do - that the 'brand experience' relates t ...

Smart cards make purchasing easier, quicker and more secure for consumers. They also have huge potential benefits for retailers – purchase times are 28% faster than cash and 42% faster than payment ca ...

Within a number of industries, there is a difficulty in integrating the growing dependence on new technology (interactive phone and internet services) with traditional forward facing offices in relati ...

Standard Chartered Bank has over 500 locations around the world and employs over 30,000 staff. It created a new customer feedback survey to get customers to evaluate their experiences and identify way ...

This paper reviews some of the key issues facing organisations that monitor customer satisfaction on a global basis. In particular, it investigates the banking sector and draws on the experience of gl ...

Within the mobile division of KPN, customer satisfaction and loyalty research provide essential information that helps guide the management of all business processes. In 2003 integral quarterly measur ...

In this article Steve Hastings, Isobel, and Mark Price, Waitrose, argue that trends in society have made retailer loyalty schemes unlikely to work, and that most points-based loyalty schemes are futi ...

Within the research industry much focus is rightly given to innovative design and creative solutions to meet changing information needs. Yet, no matter how advanced the research employed, too often ke ...

Argues, from work on shopper insights during the past 12 to 18 months, that there is a real opportunity for retailers and manufacturers to work together to use in-store marketing to build brand and ca ...

The authors suggest that people have become immune to advertising messages and suggest spending marketing budgets on creating tangible customer experiences. They quote several companies who have succ ...

The authors believe that customers not want true brand relationships but simply a good experience and re-assurance. They argue that products and services are not enough to keep customer attitudes ali ...

Chip Walker argues that taking the brand as an experience expands the definition of what branding is and creates a new canvas for carrying out a brand's vision. He suggests that the user experience mi ...

The best-planned strategies won’t get you far unless your business provides good customer service. All it takes is one sour interaction for a customer to turn around and not come back, or worse yet, s ...

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 article differentiates between true loyalty and the loyalty (or bribery) of the points collection schemes. The question is asked 'do these ploys work?' and the answer is 'yes'. Retailers to-day ...

Travelpass is a customer loyalty programme developed in Argentina and based on a cobranding card integrated by four main shareholders companies: Shell, Banco de Galicia, Telecom and Supermercados Nort ...

This case study describes how the pub, bar and restaurant chain Scottish and Newcastle Retail amalgamated three existing 'discount at the point of sale' programmes and developed them into one sophisti ...

Today brand communication goes far beyond the three minute advertising break. In some cases it has been transformed into a cultural experience. Nike, Ikea, Lego, Bacardi and Cadbury are all manufact ...

The marketing director of Marks & Spencer analyses what went wrong with the company, and describes the sophisticated measures being employed to recover. The three key principles are: understanding the ...

A case is made for giving qualitative information an equal role with quantitative research in an increasingly numerate culture. Respondent to a study into customer satisfaction were engineers, markete ...

Digital TV and the Internet can be used to deliver effectively promotional offers. Customers of US chain Wal-Mart swipe a smart card, which stores data about consumers purchase patterns, geodemographi ...

Smart cards - such as those used by Boots and Shell (not those cards with magnetic strips to hold points balances) ... - provide a means to create a personalised interface at the point of sale. This i ...

A scathing criticism of the rush by retailers to loyalty programmes. There is little evidence that they are worth the investment, and they may be dangerous distractions from the key task of providing ...

Discusses relationship marketing: how it can help retailers return to treating their customers as individuals instead of faceless consumers. Three trends are bringing about this change: 1) the matured ...

Frequent Shopper programs are spreading like wildfire across the supermarket business as a platform for building customer loyalty. Driving the growth of loyalty marketing is that the supermarket busin ...

Argues that the new values of customer service are opposed to product branding as traditionally understood, and that new approaches must be found to branding service. More choice, more effective compe ...