For Customer Intelligence Professionals

Case Study: ING Delivers Personalized Product Offers Across Channels In Real Time

by Alexander Hesse, October 27, 2009

Dutch bank ING's marketing campaigns were losing effectiveness because many of them weren't relevant to the bank's customers. The bank's organizational structure, processes, applications, and heavy reliance on direct mail were not meeting the needs of . . .

For Marketing Leadership Professionals

The State Of The Database Marketing Organization in 2008

Findings From Forrester's Database Marketing Benchmark Study

by Suresh Vittal, March 7, 2008

Database marketing organizations say they want to be involved with every customer contact across the company. We surveyed 107 database marketing professionals to understand how close they were to reaching their goal. We found that a minority of the market . . .

How Database Marketers Measure Performance

Database Marketers Must Rev Up Measurement Efforts To Solve Staffing Woes

by Elana Anderson, October 19, 2006

Nearly three in four database marketers say they are effective at measuring the results of their efforts. Yet these same marketers complain that lack of analytic staff is the biggest barrier to driving even bigger gains for their firms. We think these . . .

For Customer Experience Professionals

The People Who Make Great Web Sites

The Organizations, Skills, And Budgets Behind Today's Biggest Sites

by Kerry Bodine, September 13, 2006

Forrester surveyed our Customer Experience Peer Research Panel to reveal the inner workings of today's typical Web organization. We found an experienced boss with big responsibility but a relatively small budget, and centralized design resources — an . . .

Should Web Designers Report Into Marketing?

Wrong Question! Changing Reporting Relationships Won't Fix Design Flaws

by Harley Manning, September 13, 2006

Can moving control of site design to the marketing department improve today's poor online customer experience? It hasn't so far. So, instead of asking where Web organizations should report, companies would be better served by focusing on the real key . . .

Reinventing The Marketing Organization

Customer Groups Should Trump Channels, Products, Or Geography

by Peter Kim, July 13, 2006

Today's marketing organizations are broken. Three out of four marketing departments have reorganized in the past two years. Almost 80% of marketers don't influence a critical customer interaction like customer service, and 85% don't even own the "four . . .

Why Marketing Should Own The Contact Center

by Elana Anderson, John Ragsdale, April 9, 2004

The declining effectiveness of traditional marketing tactics, consumer privacy legislation, and the desire to use every interaction to deepen the customer relationship are driving marketing and service together. Contact centers should relinquish control . . .