Resources Library by ANA

From holistic marketing to holistic customers

This paper shows how two quite disparate banks in culture and outlook - Natwest Bank and the Royal Bank of Scotland - came together and evolved a comprehensive CRM strategy. In doing so it will demonstrate why it is necessary to marry the top-down...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Roger Donbavand, Maryan Broadbent

March 17, 2002

Building customer-centricity at Samsung Securities

This paper documents a case study of the CRM effort at Samsung Securities, focusing on a framework that highlights customer behavior and techniques to analyze and improve such behavior. Samsung Global Strategy Group worked with SSC to build the CRM...

Catalogue: Asia Pacific 2002

Authors: Kurt Jovais, Soo-young Jung, Emily Miller

December 1, 2002

The effect of the Internet on convenience goods

This paper describes the main purposes of a convenience goods website. The use of the website in the development of the product's image, constructing stronger trademarks with deeper meanings, is analyzed. Furthermore, several applications of websites...

Catalogue: Latin America 2002

Authors: Cristóbal Fernández, Claudio Aqueveque

May 12, 2002

Can continuous relationship marketing work in emerging markets?

This paper outlines the continuous relationship marketing (CRM) challenges - poor data quality, poor direct marketing skills, and organizational resistance - unique to emerging markets and recommends practical ways of overcoming them. It describes in...

Catalogue: Asia Pacific 2002

Authors: Mike Sherman, Sungmi Chung

Company: McKinsey & Company

December 1, 2002

How can premium brands survive during an economic recession?

The paper presents results of a fundamental work conducted across a wide range of Unilever products in Brazil to provide knowledge-based guidance for a multi-faceted CRM program.The paper shows the importance of a systematic research-based approach...

Catalogue: Latin America 2005

Authors: Alex Gofman, Karol Sapiro, Mara Pezzotti, Renata Stefaneli, Alan Grabowsky, Howard R. Moskowitz

Companies: Unilever, ABACO Research, Moskowitz Jacobs Inc.

October 23, 2005

Beyond research

What emotions are really, and how can we structure these emotions before assessing how we can actually measure them? Together with i-City, Psilogy is developing a profiling system that accounts for both behavior and emotion, taking into account the...

Catalogue: Congress 2007: Excellence

Authors: Philip De Wulf, Emmanuel Verhagen

September 19, 2007

Understanding the customer with analytical CRM

A big data era changes everything in the auto sector, from product design to product management, from sales to after sales. A business line has developed in Chinese auto OEMs: data generation, data collection, data rental, data outsourcing, data...

Catalogue: Automotive Research Forum 2013: Driving Change, Driving Business

Author: Tiger Lee Weihan

May 24, 2013

Can CRM work in emerging markets?

This paper outlines the continuous relationship marketing (CRM) challenges - poor data quality, poor direct marketing skills, and organizational resistance - unique to emerging markets and recommends practical ways of overcoming them. It describes in...

Catalogue: Latin America 2002

Authors: Mike Sherman, Sungmi Chung

Company: McKinsey & Company

May 12, 2002

True romance

In service industries, companies are always talking about how customer focused they are, and more recently about wanting to build relationships with customers - but this is easier said than done.Technological advances have led to systems that enable...

Catalogue: ESOMAR Conference on Financial Services 2005

Author: Roger Sant

February 1, 2005