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Research papers

Look who's talking

This is a story about how research can create a spark that propels a company forward- a story about how to engage internal stakeholders in novel ways, and achieve impact as well as a culture change. Equipped with personal life journeys around...

Catalogue: Congress 2018
Authors: Christoph Welter, Serena Li
Company: Point-Blank International GmbH
September 23, 2018

Research papers

Measuring emotions

Emotions are undoubtedly essential in marketing designed to build a strong relationship to the customers. Emotions cannot be effectively managed if they cannot be measured. Therefore, a valid measurement of emotions is of extreme importance for...

Catalogue: Asia Pacific 2010: Eyes on Asia
Authors: Laena Liu, Raimund Wildner
Company: GfK
April 20, 2010

Research papers

Is the product becoming the key player again?

Researchers have found that really strong brands have gone a step beyond achieving differentiation to develop deep relationships with consumers. In other words, product differentiation is not enough. In a deep relationship, hence in a strong brand,...

Catalogue: Latin America 2005
Authors: Luís Alfredo Lagos, Paula Carramenha
October 23, 2005

Research papers

Facilitating customer relationships through marketing research

Proprietary panels have been adopted by many organizations to lower costs and speed up market research.Kodak has taken the proprietary panel a step beyond to develop a mechanism to enhance their customer relationships.This paper reviews how Kodak and...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Berni Stevens, Thomas Catalano
September 19, 2004

Research papers

The impact of low birth rates towards the life stage segmentation model in CRM

The Life Stage segmentation model has been widely used in the area of analytical CRM and target marketing. The model is based on the use of customer demographics data and classifies a business organization's customer database into Life stage...

Catalogue: Asia Pacific 2004
Authors: Andy Kung, Ivy Cheung, Mayer Lam
Company: Ipsos MRBI
March 28, 2004

Research papers

Managing the Competitive Customer Relationship™

Competition is the theme of every market. Taking customer relationships out of the context of market competition can be compared to the ancient Chinese idiom of inventing a cart behind a closed door.This paper defines a brand new concept of customer...

Catalogue: Asia Pacific 2004
Authors: Chongdao Ren, Danny Yang, Jianmin Yuan, Tj Tang
March 28, 2004

Research papers

Marketing research or customer relationship management (CRM)

Marketing research must keep up with the times. The ESOMAR Guideline on Customer Satisfaction Research (September 2003) does not regulate customer satisfaction research within the realms of Customer Relationship Management (CRM). The authors fear...

Catalogue: ESOMAR Conference on Automotive Marketing 2004
Authors: J. D. Salters, P. Michaux, A. M.J. Deetlefs, A.L. McLean
March 1, 2004

Research papers

Synchronise/destablise

Using a case study approach, the paper reviews characteristics of the client-provider relationship that can foster synchronization or destabilization. Organizational support of market research as an objective research enterprise, as well as other...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Herman J. Milligan Jr., Ashref Hashim
September 14, 2003

Research papers

Application of market research towards proactive customer relationship management

In today's economy, organizations looking to implement successful CRM (Customer Relationship Management) strategies need to focus on individualistic and personal views of the customer using integrated information systems and contact center...

Catalogue: ESOMAR Technovate Conference 2003
Author: Faisal I. Farooqui
January 26, 2003