(Length: 16 pages)

March 30, 2005

Identifying The Emotive Consumer

How Marketers Can Find Out What Drives Loyal Customers

by Fiona McDonnell

with Jaap Favier, Iris Cremers, Michèle Bouquet

Executive Summary (This is a document excerpt)

Consumer goods firms and retailers collect enormous amounts of data on consumers, but are not able to use it to drive symbiotic loyalty. To become effective, firms should divide consumer data into three levels — collective, individual, and emotive. Each level requires a different data collection method, with an increased individual consumer engagement. Marketers can only reach the highest CRM level — emotive — after mastering the preceding two levels.

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TABLE OF CONTENTS

NOTES & RESOURCES

itemFew Firms Can Pinpoint Loyal Customers

itemFirms Invest in Collecting Generic Data

itemMost Firms Extract Information From Representative Groups

itemCompanies Use Data To Drive Tactical Activities

itemImplementation Can Still Trip Up Advocates of Consumer Insight

itemSymbiotic Loyalty Calls For Different Data, Not More Data

itemConsumer Knowledge Is Made Up From Data At Three Levels

itemFirms Have Three Options For Data Collection

itemMatching Data Types With Collection Methods Shows The Way Forward

itemData Collection Is A Journey

itemCompanies Are At Different Stages On The Road To Emotive Engagement

recommendations

itemSlow-Acting Firms Will Miss The Boat

WHAT IT MEANS

itemCustomer Intelligence Will Be The New Business Currency

Forrester interviewed 20 CPG manufacturers and retailers. In addition, we spoke with seven technology vendors: e-Dialog, Feedster, Omniture, Quadstone, Satmetrix, Siebel, and Teradata.

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Find Documents In Related Categories

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Technology: Direct Marketing, Emerging Marketing Channels, Interactive Marketing, Marketing & Advertising, Relationship Marketing
Geography: Asia Pacific, Europe, North America
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