Customer Data Survey. Data Collection Methodology for Mass Market Customers

This paper describes a five stage programme to get the best out of innovative new product development research in the telecoms sector.

Customer Data Survey: Data Collection Methodology for Mass Market Customers

Horacio Mansilla Telefnica de Argentina.

INTRODUCTION

Deregulation within telecommunication services drove traditional and new telephone companies to focus their strategies towards customers.

The new 'one to one' marketing paradigm has to be dealt with accurate information management in a mass market. Interactivity and databases allow accumulation of a huge amount of customer information, that if well processed and cleverly used provides the company with a large competitive advantage and the ability to maintain a close and lasting relationship with its customers.

Any company wishing to improve its share...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands