Index_C

C

Call center software, 271

Caller ID, 3, 271, 342

Canadian Direct Marketing News, 164

Carlson Marketing Group, 155, 156, 157, 203, 225

Catalogs, 270–291

business-to-business, 285–290

and collaborative filtering, 280–282

and database marketing, 271–272

and lifetime value, 282–285

personalized, 272

success of, 270–271, 273

and the Web, 272–282

CDNow, 87, 120

Cellular service example, 239–241

Cendant, 310

Chrysler, 341

Chung, Sungmi, 33

Churn, 11–12, 239–241

Citibank, 61, 222, 347

Citigroup, 50–51

Claritas, 13, 14, 306

Click-through rates, 280

Clough, Beth, xix, 120, 121, 123

Club membership example, 241–245

Cluster coding systems, 13, 294, 306–308

Coding systems, 13, 143–144

Collaborative filtering, 280–282

Color(s):

in direct mail, 312

Web, 282

Communications, 5, 6, 109–139, 340

and automatic trigger marketing, 229

and behavior changes, 116–118

and business-to-business relationship building, 109–110

and consumer relationship building, 110–111

cost of (CRM), 27–29

customer-focused, 236

by email, 118–129, 132–138

and keeping advertisers, 111–115

relationship-building with, 197

and RFM, 115–117

StrideRite example, 130–132

and Web catalogs, 274

Compaq, 42, 187–188, 205, 210

Complete Database Marketer, The (Arthur Hughes), 1, 345

Computer Associates, 134

Consumer relationship building, 110–111

Consumer Reports, 44

Control groups, 15–16, 252, 276, 278

Cookies, 7, 54, 276, 342

Coolbaugh, Karen, 242

Costs:

for B2B catalog setup, 288

of building data warehouses, 216–218

of CRM, 21, 26–29

of customer service, 8, 253–255

of vendor-managed inventory, 206, 207

of Web sites, 261–263

Country Inns & Suites, 204

Credit cards, 222, 270–271

CRM (see Customer relationship marketing)

CRM Forum, 32–33

Cross-sell model, 232–234

Crow, Sheryl, 56

CSC, xix, 132, 188–190, 210, 211, 242, 245, 285, 312, 314

CSI (Customer Service Index), 158

CSRs (see Customer service reps)

C2It, 51

Customer acquisition, 293–296

Customer Connection, The, 109, 111

Customer involvement, 249–250, 258–259, 266

Customer management, 214–246

via automatic trigger marketing, 227–231

cellular service example, 239–241

club membership example, 241–245

and 80 percent rule, 215–218

via loyalty programs, 220–227, 231–235

need for restraint in, 215–216

risk/revenue analysis for cutting costs of, 218–220

segmenting in, 235–239

Customer profiles (see Profiles)

Customer referrals, 315–317

Customer relationship marketing (CRM), xiv, 16, 21–35, 168

assumptions underlying, 22

costs of, 21, 26–29

customer-centricity of, 25–26

database marketing vs., 23–24, 338–339

and decision to buy, 23, 24

failure of, 32–33

goals of, 22, 32–33

and IT, 22

and loyalty effect, 29–32

return on investment from, 26

and timelines/relevance of offers, 24–25

and Web catalogs, 275

Customer response, 142, 149–155

Customer segments (see Segments, customer)

Customer service:

costs of, 8, 253

and customer segments, 251–252

via the Internet, 253–267

live online, 276–277

and marketing, 250–251

Web setup of, 259–263

Customer Service Index (CSI), 158

Customer service reps (CSRs), 55–56, 59, 251, 252, 254–256, 281

Customer Specific Marketing (Brian Woolf), 227, 293, 345

Customer-generated profiles, 328–336

Customer(s):

distance between suppliers and, 249–250

focus on, 25–26