I came across a few interesting things published by Accenture. The first three mainly deal with different aspects of brand loyalty, and I tossed in the fourth, about the Euro, just for kicks. Fact: 95% of all transactions in countries who have adopted the Euro are now being done in the new currency. It has been less than four weeks since the changeover. Amazing.
More than miles: Designing successful loyalty programs
Faced with saturated markets and high customer churn rates, telecommunications operators are shifting their focus from acquiring new customers to acquiring profitable customers and maximizing profits from existing customer relationships. Operators would do well to take a cue from the airlines, which have long used loyalty programs to identify, acquire and retain profitable customers.
January 2002
Building Brand Loyalty and Increasing Marketing ROI
The long title is actually "Insight Driven Marketing: Using Customer Insights to Build Brand Loyalty and Increase Marketing ROI" ... This report discusses current marketing challenges, describes how executives are responding and identifies the characteristics shared by companies with the most successful marketing practices. It also recommends the actions companies can take now to improve the operational effectiveness of their marketing function, and significantly increase return on marketing investment.
January 2002
Beyond the Blur: Correcting the Vision of Internet Brands
Accenture recently examined the online buying habits of 2,000 US consumers across 17 industry segments. This landmark study, conducted with Online Insight, an eCRM technology company, found that in many cases the facts contradict prevailing wisdom. Here, for the first time, is hard evidence about what it takes to build brand value with online customers.
Novemver 2000
Europe: The euro and eCommerce - Bringing Europe closer to a single market
Many analysts continue to view the euro and eCommerce as largely unrelated phenomena. Yet the combined impact of the single currency and eCommerce can be expected to forge powerful synergies across the euro zone, enhance European global competitiveness and accelerate the emergence of a pan-European capital market. This article discusses the interactions among the two developments and the profound strategic implications for businesses.
January 2002
Thursday, January 24, 2002
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