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

Predictive churn modeling in the wireless industry

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 techniques with effective one-to-one marketing...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Author: Ksenija Draskovic-Krunic

March 17, 2002

Using customer perceptions

A telecommunications company in the United States wanted to improve service by aligning internal service levels with customer requirements.They 1) identified customers' top priorities; 2) chose the priority with the most opportunity for improvement;...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: John H. Hughes, Engracia Perez-Prada

March 17, 2002

From customer research to CRM

Understanding the customer and the type of relationship customers wish to have is key to CRM. This means not only customer profiling and knowledge of customer behaviour but also insight into customer motivations and attitudes. Through effective...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Farrokh Suntook, Chris Brooke

March 17, 2002

Linking customer and employee satisfaction to financial performance

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 profitability. The data are collapsed at the business...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Author: Derek R. Allen

Company: Market Probe International Inc.

March 17, 2002

Analytics count

Companies today are acutely aware of the tremendous benefits associated with understanding customers. Many have embraced customer relationship management (CRM) to achieve this understanding. Thus, companies have invested in customer-facing software...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Arthur O'Connor, Annie Pettit

March 17, 2002

Better understand your customers!

In the modern business world, organisations are increasingly focused on their customers. This paper describes the role of data mining in customer relationship management. Data mining is the "heart" of CRM, because it provides us with the...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Tom Khabaza, Alex Nippe

March 17, 2002

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: ESOMAR Customer Relationship Management Conference 2002

Authors: Sungmi Chung, Mike Sherman

Company: McKinsey & Company

March 17, 2002

A framework for improved CRM analytics

This paper focuses on helping CRM and analytics managers choose the analytic approaches and tools that best match an organization's readiness to receive and use them. CRM and analytic leaders often believe that complex value models and sophisticated...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: David Harding, Edgar Ortiz

Company: McKinsey & Company

March 17, 2002