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For Customer Insights Professionals

What Customers Really Think About Their Database Marketing Service Providers

May 16, 2011

By Dave Frankland with Suresh Vittal, Caitlin Souther, Michelle Dickson

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Why Read This Report

In our recent study of database marketing service providers (MSPs), we found that MSPs exist in a diverse vendor ecosystem but enjoy significant customer loyalty. While most firms prioritize deep business understanding and strategic contribution, they tell us that these are among the areas of lowest satisfaction. Bottom line? Marketers must go beyond vendor-speak to check customer references in order to understand tangible business contribution.
Tags: Customer Intelligence Strategy and Process, Database Marketing, Market Research, Marketing & Strategy, Marketing Service Providers
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TABLE OF CONTENTS

  • Marketers Remain Satisfied With Their Database Providers
  • MSPs Deliver On The Elements Most Important To Marketers

  • WHAT IT MEANS

    Clients Overlook The Importance Of Cultural Fit And Customer References
  • Supplemental Material
  • Related Research Documents

TOOLS & TEMPLATES

  • Models & Calculators:

    Respondents Represent A Range Of Industries

  • Models & Calculators:

    Half Of Respondents Have More Than 10 Million Records; Half Have Fewer

  • Models & Calculators:

    Marketers Lean On An Array Of Providers In Addition To MSPs For CI Support

  • Models & Calculators:

    Marketers Favor Lengthy Relationships

  • Models & Calculators:

    Reference Customers Are High Net Promoters

  • Models & Calculators:

    MSPs Generally Deliver What They Say They Will

  • Models & Calculators:

    Business Relevance And Value Are The Most Important Vendor Traits

  • Models & Calculators:

    Satisfaction Is People-Driven

 
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