Customer research

Promotions & Incentives 01-Apr-07

Customer data plays a vital role indriving loyalty and advocacy

Dear Editor,

I am inclined to agree with Ian Millner that it is ludicrous to suggest customer research stifles creativity (Why client research can miss the mark - P&I, March 2007). If the right approach is used, research is an important part of the strategic framework and a valuable tool in the promotional box.

Collecting customer data need not turn into a headache and can provide the necessary insight that companies need in order to develop personalised and engaging customer experiences.

For it to gain definite traction and provide favourable return on investment, research needs to capture information on customers and prospects that can start up an ongoing dialogue with the consumer. How often are target markets scrutinised in an intelligent, ongoing capacity, through techniques such as mystery shopping or experiential marketing? Not enough, as yet.

With only 47 per cent of companies using data driven, face-to-face marketing according to our recent research, it seems the other half are missing a trick. The key to extending loyalty and brand advocates is by capturing and driving customer-centric data to sustain value and profitability.

Graham Ede, managing director, Arvato Loyalty Services.