Consumer Insight: How to Use Data and Market Research to get Closer to Your Customer (Market Research in Practice Series) - Softcover

Stone, Merlin; Foss, Bryan

Softcover

ISBN 10: 0749442921 ISBN 13: 9780749442927

Publisher: Kogan Page Business Books, 2004

Synopsis

Part of the Market Research in Practice series - essential guides for the burgeoning Market Research Society training and qualifications programme.

Written by leading experts on database marketing, customer service and Customer Relationship Marketing (CRM), Consumer Insight provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on: knowing who and where customers are, what they do, what they buy and what they would like to buy. It also explores how customers' thoughts, feelings, objectives and strategies influence their behaviour.

The book also explains how companies gain insight by managing and using their customer data correctly. Packed with the latest models, tools and research findings, it provides a great opportunity for market researchers to improve their knowledge of database marketing and CRM, and how they relate to market research. Readers will gain an understanding of what customer management actually is, what information is used, and how this information needs to be planned to support customer management.

Key content includes:

what is database marketing?

how do customer care and database marketing use consumer insight?

consumer insight and marketing research

analysing consumer data

development and retention of customers

data protection, risk, good and bad consumers

consumer insight systems

managing consumer insight

About this title

About the Authors

Merlin Stone is IBM Professor of Relationship Marketing at Bristol Business School, University of the West of England. He is Business Research Leader with IBM's Business Consulting Services and author of over twenty books on marketing & customer service, including Up Close & Personal, CRM @ Work, Successful Customer Relationship Marketing, CRM in Financial Services and The Customer Management Scorecard, all published by Kogan Page.

Bryan Foss is Customer Centricity Solutions Executive within IBM Global Financial Services, currently leading an IBM business providing and integrating application-based CRM solutions for Financial Services companies worldwide. Foss works primarily with key insurance and financial services companies globally, including large and innovative companies, composites and new directs. Prior to his global market management and solution development and delivery role, Bryan was responsible for IBM's business relationship with the Prudential Corporation, worldwide, over a 6-year period. Previous experience in financial services also included a similar period working as IBM's technical management contact with American Express Card and Travel services, supporting all non-US operations.

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Introduction

Merlin Stone, Bryan Foss, Alison Bond and Steve Wills

Introduction; The professional domain of consumer insight; Managing consumer insight; Customers and consumers; Keeping consumers and stakeholders happy - from research, through measurement, to management; Insight and knowledge management; Consumer insight and marketing transformation; Organization of this book

1. What is database marketing?

Merlin Stone, Alison Bond, Bryan Foss and Mark Patron

Introduction; Channels for managing consumers directly; How database marketing works; Planning your database marketing activity; Future value of consumers; Applications of the consumer database; What a consumer database is and why we need it; How a database is used; Factors that have helped database marketing grow so fast; The strengths of database marketing; How a database works; Data quality and maintenance; Merging and purging data Doing it yourself or outsourcing; Using a database in practice; Conclusion

2. The uses of database marketing

Merlin Stone, Alison Bond and Bryan Foss

Applications of database marketing; Strategic issues; Who uses the consumer database - and how; The demand for database marketing; The supply of database marketing services; Conclusions

3. How customer care and database marketing use customer insight

Merlin Stone, Alison Bond and Bryan Foss

Database marketing and customer care; The meaning of customer care; How database marketers use consumer insight - starting with the offer; How choice of media requires consumer insight; Conclusion

4. Customer relationship management (CRM)

Merlin Stone, Alison Bond, Bryan Foss, Neil Woodcock and Jennifer Kirkby

A variety of definitions; Managing the relationship in stages; Why CRM is important or at least useful; A model of CRM; How CRM is evolving today; Performance is disappointing; Where next for CRM?; Customer experience management; Making the strategic shift to CRM/CEM; Conclusions

5. Consumer insight and market research

Merlin Stone, Alison Bond, Clive Nancarrow and Sharon Rees

Introduction; Segmentation; How to define segments; Using market research in CRM; Understanding consumers; Main research techniques used in gaining consumer insight; The 10 key CRM questions; The research process; Applying market research to customer base analysis; Conclusions; Call to action

6. Analyzing consumer data to get insight

Merlin Stone, Bryan Foss, David Selby and Julie Abbott

Conclusions on the deployment of analysis; Advanced data analysis; Data mining; Where data mining is today

7. Using consumer insight in developing and retaining consumers

Merlin Stone, Clive Nancarrow, Bryan Foss, Alison Bond and Nick Orsman

The problem; Cross-selling; Customer retention; The concept of loyalty; The research programme; Conclusions

8 Sharing consumer insight - partnerships and loyalty schemes

Merlin Stone, David Bearman, Alan Tapp, Stephan A Butscher, Paul Crick, David Gilbert, Tess Moffett and Nick Orsman

Ways of sharing consumer insight; Loyalty schemes; What customer loyalty schemes involve managerially; How some leading retailers are managing their loyalty schemes; Conclusions

9. Privacy, risk, and good and bad consumers

Merlin Stone, Bryan Foss, Alison Bond, Martin Hickley and Nick Orsman

Introduction; Who good consumers are; Who bad consumers are; Prediction of good and bad; The portfolio approach; Social, political and legal issues; Ethical issues; The Internet, trust and all that; How consumers feel about these issues; What the law says; Improving the quality of consumer data management so as to comply with requirements; Guidelines for data protection; Conclusions

10. Consumer insight systems

Merlin Stone, Julie Abbott, Bryan Foss, Paul McDaid and Doug Morrison

The history; A sense of perspective; How technology opens up new opportunities; Data warehousing, decision science and data analysis; Integration; E-business infrastructure; What has been learnt from implementing new technology; What the future holds

11. Organizing and managing consumer insight

Merlin Stone, Bryan Foss, Bryan Hassett, Alison Bond and Ronel Schoeman

The people involved in managing and using consumer insight; Managing consumer insight staff; Conclusions

Edition details

• Publisher: Kogan Page Business Books
• Publication date: 2004
• Language: English
• ISBN 10: 0749442921
• ISBN 13: 9780749442927
• Binding: Paperback
• Number of pages: 256