Summary


What do these case studies tell us about how database marketing and the Web are helping suppliers to make their customers profitable?

  • In the first case, CSC decided to analyze the firm’s customer database, append D&B information, and determine the next best product and top 10 prospects for 1800 independent agents.

  • BenefitMall.com used the Web to help thousands of independent brokers determine the best benefit systems for their customers, signing up 2500 new brokers in the process.

  • Isuzu used the Web to provide its dealers with customized postcards to be mailed to prospects in their area.

  • Radisson Hotels used the Web to encourage 80,000 independent travel agents to increase bookings by $4.5 million, benefiting both the agents and Radisson.

  • Intel used the Web to conduct vendor-managed inventory for Dell, thus reducing Dell’s inventory to 8 days, while Dell’s competitor Compaq had an inventory level of 3 weeks.

  • FedEx used the Web to help National Semiconductor cut the time required for delivery of parts to customers by 3 weeks per order and cut delivery costs in half.

None of these activities would have been possible without a customer database or without the Web. The combination of the two has created a powerful shift in the relationships between suppliers and their customers.




The Customer Loyalty Solution. What Works (and What Doesn't in Customer Loyalty Programs)
The Customer Loyalty Solution : What Works (and What Doesnt) in Customer Loyalty Programs
ISBN: 0071363661
EAN: 2147483647
Year: 2002
Pages: 226

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