BY: MARY LORENCZ
Marketers chasing aggressive growth goals while overcoming obstacles can use ’snapshots’ of existing customers to effectively zero-in on their best prospects. Scotts LawnService decided to relandscape in 2003 by increasing prospect response and retention rates as part of a long-term goal to widen its geographic footprint….
BY: Patricia Vowinkel
The concept of staying in touch with customers is not exactly new. In 1896, retailers began using Sperry & Hutchinson Co.’s Green Stamps to reward loyal customers. American Airlines revolutionized the concept of loyalty marketing in 1981 by launching its AAdvantage …
BY: JOHN HUNTER, SVP Customer Services
QVC does the same marketing research and probing that most other companies do - we can slice and dice our customers into many different models. But we don’t bombard customers with special offers or coupons to build loyalty - because it’s easy for …
BY: LILLIAN LORENZI
OgilvyOne Worldwide uses its proprietary 360 Degree Brand Stewardship™ process to build the brand at every point of contact with a customer. From a CRM standpoint, it creates connectivity any way a …
BY: CHRISTINE HANSEN
In 1837 blacksmith John Deere adapted his products to Midwest farming conditions by developing the first commercially successful self-polishing steel plow. Nearly 170 years later, that ability to adapt to changing conditions is helping the company’s marketing.
That same flexibility helped …
BY: Lori M. Noll
Technology is the great enabler for today’s consumer marketer. With more sophisticated analysis and segmentation tools, one can process data, discern patterns and, ultimately, validate models like never before.
But, no matter the tools, the greatest customer relationship management …
