Resources Library by ANA

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

Targeting consumers for new brands

This paper discusses a technique that combines consumer survey data with learning about in-market purchasing dynamics in order to predict sales volume potential for a new product at the individual consumer level. Once the highest potential consumers...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Author: James Miller

Company: Nielsen

March 17, 2002

The customer satisfaction measurement and listening revolution

This paper addresses the CRM experience of Orange France, a mobile phone service provider, in assessing the customer care experience of its 18 million customers. Within a highly competitive market, French customers increasingly consider that price,...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Jean-Paul Dayan, Gérard Bon, Laurent Depond

March 17, 2002

Email, chat lines, newsgroups

Email, chat lines, newsgroups, and forums are the new ways by which people increasingly interact. In this paper a methodology is presented to extract and measure the intangible elements of a relationship, as feelings and opinions, otherwise...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Author: Alessandro Zanasi

March 17, 2002

No successful CRM without MRC

The essence of analytical CRM consists in learning from past customer interactions to improve future actions. The data that is collected can be later analysed to illustrate all important aspects of the customer interaction process. In the past, most...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Author: Thomas Liehr

Company: KANTAR TNS Malaysia

March 17, 2002

Extracting MR samples from large CRM databases

This paper examines the challenges of using a large CRM database as a sampling frame for research purposes. It is based on Centurion's experiences of designing, developing and implementing such systems. Apart from the core sampling process the paper...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Mark Katz, Robert Jacob, Julian Simpson

March 17, 2002

Market research

This paper offers a simple model to aid exploration of the role of market research in the interface of CRM strategy and the brand. The paper considers what is understood by 'a CRM strategy', followed by a brief review of current thinking about...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Peter Cooper, Susan Baker

Company: QRi Consulting Ltd.

March 17, 2002