IDM INSIGHT: Direct Data Digital - Knowledge Capsules

DM guru Lester Wunderman lists 19 marketing rules for the future. Here are four:

1) Personal marketing is a strategy not a tactic. It's a commitment to getting and keeping valuable customers.

2) Prospects are not 'suspects' but are consumers who are ready, willing and able to buy.

3) Learn the missing 'when'. The answer 'not now' is as dangerous as 'not this'.

4) Your share of loyal customers, not your share of market, creates profits.

"It is actually time that we started to think about genetically-modified marketing people if you are going to do customer lifecycle management and succeed at customer connectivity," says Tony Mooney, Director of Customer Relationship Management, Orange. " GM DM is very different from conventional marketing. It means understanding customer operations. So rather than being a cost centre it is an opportunity to build customer connectivity."

More Th>n has the highest cross-sell and up-sell in the business after replacing call centre scripts with prompts. "If there is an outstanding sale, the call manager closes it. If there is a renewal due, they pre-renew the business. If they know through the database that the customer has a dog and they are phoning about house insurance they offer pet insurance too," says Mike Tildesley, Marketing Director. "If they don't know if they have a dog they ask."

Miele is cleaning up. The strategic decision to sell commercial laundry equipment solely through dealers combined with a high tech CRM solution to support it has created a 40 per cent growth.

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