Segment-of-one marketing: turning customer data into actionable information

Article Abstract:

The intensity of competition in an increasingly global marketplace has led to the loosening of the customer and supplier bond. One way by which this beneficial bond between customer and supplier can be strengthened is through segment-of-one marketing. This marketing technique capitalizes on customer data to serve every customer better. Essential to segment-of-one marketing are printing and communication programs to reach individual customers, customer database to understand individual needs and tracking capabilities. Segment-of-one marketing can impacton customer contact and retention.

Analysis, Target marketing

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Consumer complaints: advice on how companies should respond based on an empirical study

Article Abstract:

Research with the aid of college students shows that a firm's manner of answering customers' mailed-in complaints can greatly affect its reputation. Ignoring complaints causes erosion of company image. A written response to complaints maintains the corporate image while a letter-with-a-free-good response enhances the image. This suggests that companies should adopt a defensive marketing strategy since losing customers could prove to be more expensive than trying to keep them. For one thing, dissatisfied customers often circulate negative word-of-mouth advertising for the firm.

Management, Usage, Consumer complaints, Business letters, Commercial correspondence

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An exploratory investigation of customer penalties: assessment of efficacy, consequences, and fairness perceptions

Article Abstract:

Study results surrounding customer loyalty programs and penalties given by companies in hopes of increasing customer loyalty by adhering to purchase guidelines. Also included are future guidelines companies should know about.

United States, Marketing, Statistical Data Included, Industry Overview

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