Customer IMPACT agenda unveiled by Peppers & Rogers
7 Jun 2011: Peppers and Rogers Group has unveiled its latest concepts for optimising customer relationships, long term loyalty and sales, in a world of increasing social media influence. Phil Winters (pictured above) the consultancy’s strategic advisor and lead for the initiative, presented the Customer IMPACT Agenda to around 90 marketers on 12th May in London. He was keynote speaker at an event hosted by Neolane, the conversational marketing technology provider.
“The Customer IMPACT Agenda explains why and how brands should seek to delight the customer at every touchpoint, in every communication along the customer’s journey and leave a memorable experience,” said Winters. “In particular, it addresses the challenge faced by marketers now that customers have access to multiple sources of information, are social media savvy and are making their purchase decisions far earlier than ever before.”
At each customer touchpoint, especially in uncontrolled/uncontrollable social media channels, it is first necessary to determine whether interaction makes sense, and then decide how to engage with the customer appropriately along the decision making journey. A key point made is that the customer experience is made from their perceptions of the journey, and this means there must be value for them in an interaction and not just for the brand. There must be reciprocity, ‘something in it for them.’
“Where there is interaction, customers want worthwhile, personalised, relevant contact with their chosen suppliers,” said Winters. “They demand almost choreographed continuity in such relationships across all channels of engagement.”
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20 May 2013: Comet Global Consulting, the customer interaction expert, has secured an additional two-year deal with Sky, to further develop and support the company’s customer relationship management and customer interaction systems and operations.
21 May 2013: — Experian has launched a new online credit risk and marketing portal putting a wealth of vital business information at the fingertips of UK SMEs.
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8 May 2013: The Institute of Fundraising’s Special Interest Group for Insight in Fundraising has announced the shortlist of finalists for the Insight in Fundraising Awards 2013.
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7 May 2030: Maileva, a European leader in hybrid direct-mail solutions, and Selectabase, a supplier of marketing data, have joined forces to offer marketers what they call "a unique, easy-to-use and cost-effective direct-marketing solution".
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15 Apr 2013: Data8, the data enrichment specialist, has added to its suite of real time data validation applications with the introduction of bank account validation.
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