White papers

Delivering on the customer-centric philosophy

The term customer-centricity, which is based on the concept of an organization orientating itself around the customer, has been around for the best part of half a century but in most cases has never been realized.  There are a small handful of companies that have started the journey but realistically only a small minority can claim any degree of success. So why is it that not more companies have embraced and successfully delivered on...

Using customer analytics to improve marketing performance

By Jeff Zabin, Aberdeen Group

The research for this report examines the various technologies, analytics capabilities, organizational resources, business processes and performance metrics that bring to life the concept of offer optimization. Between July and September 2009, Aberdeen examined the use, the experiences, and the intentions of more than 200 diverse enterprises engaged in data-driven marketing improvement.

A practical guide

Customers increasingly expect an individualized and relevant, multi-channel experience. To achieve this, companies are deploying real-time decisioning to engage customers on their own terms. When they like it. How they like it.

This practical guide to assessing real-time desicioning (RTD) technologies weighs up the pros and cons of the three main real-time decisioning engines:

1. Rule-based
2. Product-based
3. Customer-based

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Making the move from personalized to individualized marketing

What is the ultimate secret weapon for keeping your most profitable customers and driving revenue, even in the most commoditized and competitive markets? In one word: relevance.

In an era of ad fatigue and do-not-call lists, customers are unwilling to interact with companies that present irrelevant messages. They expect relevance. They expect to be known, remembered and understood. Unfortunately, their...

Getting the first 90 days right

Tick, tick, tick… An invisible clock starts ticking the moment a customer takes a new product with a retail bank, insurer or credit card company.

The clock may be imaginary but it’s relevance is all too real. Research has shown over and over again, that by the time the clock has ticked for 90 days – the Customer Onboarding Period – the customer’s lifetime value and profitability will have been practically set in...