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March 30, 2005 Identifying The Emotive ConsumerHow Marketers Can Find Out What Drives Loyal Customersby Fiona McDonnell with Jaap Favier, Iris Cremers, Michèle Bouquet |
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Executive Summary
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.
TABLE OF CONTENTS
- Few Firms Can Pinpoint Loyal Customers
- Symbiotic Loyalty Calls For Different Data, Not More Data
- Data Collection Is A Journey
RECOMMENDATIONS
- Slow-Acting Firms Will Miss The Boat
WHAT IT MEANS
- Customer Intelligence Will Be The New Business Currency
- Related Research Documents
This is an excerpt
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