Face time
Article Abstract:
Companies can improve the efficacy of their customer contact programs by constructing a Customer Contact Matrix. The matrix integrates phone, mail and field sales into a cost-effective, customer-driven mix. It reconciles a customer's preferred means of contact with the expenses required, building a graded scale to plan client contacts and select the appropriate methods.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
Double features: testing multiple variables provides a scientific method for increasing response and understanding customers
Article Abstract:
Direct-mail marketers should continually test their packages by testing multiple variables in each package and determining which mailer features elicit the best customer responses. Multiple features can be tested at once in a factorial experiment. Such an experiment is devised through four-step process and provides an accurate statistically analysis of the responses.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1997
User Contributions:
Comment about this article or add new information about this topic:
Back from the brink
Article Abstract:
The development of a new database system streamlined marketing list management for Sears, Roebuck and Co.'s Canada catalog business line. The system provides information on circulation, growth and response rates, media, performance analysis and promotion tracking. Company officials can use the system to target and correct potentially weak marketing areas.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Flame on you. As the worm turns. Seeing is believing: ethnography gets consumers where they live - and work, and play, and shop
- Abstracts: A Blockbuster system: Blockbuster's custom database system takes a lot of the guesswork out of site location
- Abstracts: A matter of taste: Popeye's seeks to liberate inhibited flavor lovers. Direct response hits the road: Wireless Linking wants to connect mobile phone users with advertisers
- Abstracts: Confronting the category killers; data analysis can show retailers and manufacturers where their customers are heading - and keep them one step ahead of Wal-Mart