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.

Customer relations, Selling

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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.

Direct Mail Advertising Svcs, Research, Usage, Factorial experiment designs, Direct-mail advertising

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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.

Department Stores, Direct Mailing Services, Department Store Chains, Management, Marketing, Mailing services, Sears Canada Inc., Database marketing, Hagerman, Fred

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