I need someone to help me find quantitative researches that evaluate
in which extension Customer Intelligence is being used by large
European companies, how it is impacting the business and which their
future plans are on this subject. If possible, I would like to know
also about the tools and external service suppliers that are helping
these companies to implement and manage their projects.
I define Customer Intelligence as the proper usage of customer
information to prospect and retain clients, including:
? Customer Data
o Data Capture (channels used, external sources, etc)
o Data Quality (cleansing, standardization, etc)
o Data Management (customer/prospect databases)
o Data Protection and Privacy
? Customer Knowledge
o Profiling (Demographics, Psychographics, Behavioural, Attitudinal)
o Usage of Geographic Information Systems (GIS)
o Usage of OLAP and other dynamic report tools
? Customer Communications
o Campaign Management Automation
o Campaign Testing
o Real Time Personalization
o Response and ROI Analysis
o Campaign Optimization
? Customer Analytics
o Data Mining and Predictive Models
o Segmentation
o Customer Value Analysis (LTV, etc.)
o Customer Optimization (Basket Analysis, etc)
(Analytical CRM is a very good approximation; Database Marketing may
cover some aspects; Business Intelligence is too broad)
I did some initial research on sites like Forrester, Gartner and CRM
Guru did not find the type of study I?m looking for (but I believe
that they worth a second try). The closest document I found was the
?Customer Prospecting and Retention Report? published by the Direct
Marketing Association (www.the-dma.org). Unfortunately, it only covers the North
American market.
Please let me know if you have any question before starting? |
Request for Question Clarification by
pafalafa-ga
on
06 Nov 2005 10:54 PST
tistu-ga,
Are these the sorts of documents you are seeking?
If so, how many would suit you as an answer to your question?
pafalafa-ga
===============
http://support.sas.com/events/sasforuminternational/eiawards.html
The SAS Enterprise Intelligence Award
http://www.detica.com/indexed/CaseStudy_VirginHolidays.htm
Customer intelligence for Virgin Holidays
www.businessobjects.com/pdf/ services/ci_deployment_services_infosheet.pdf
Customer Intelligence Deployment Service
-----
[not a research report, but certainly a pointer to organizations
active in the area]
http://www.loyalty-world.com/2005/loyalty/confprog.stm
BUILDING CUSTOMER INTELLIGENCE
11.40 Panel session: how to extract customer intelligence from your data
Defining customer intelligence and how it relates to business intelligence
Understanding how to rate your company?s current customer intelligence
capabilities compared with your competitors
What new technologies are available for obtaining customer intelligence?
Executing an effective customer intelligence strategy
Paul Curtis, International Director Loyalty,
Experian
Lopo Champalimaud, Managing Director Lifestyle,
lasminute.com
Helen Hunter, Head of CRM,
Homebase
-----
http://www.crm2day.com/news/crm/116093.php
Central & Eastern Europe a 'Compelling' Nearshore Customer Service
Outsourcing Option for the West
http://www.fujitsu.com/lu/casestudies/ing.html
Customer Intelligence at ING
Again, let me know if these are on or off target,
paf
|
Clarification of Question by
tistu-ga
on
06 Nov 2005 12:31 PST
I'm sorry, they are completly off target. I'm not looking for case
studies covering one tool or one company. Instead, I'm trying to find
broad quantitative researches based on interviews with several
diferent companies and covering a large range of tools and
practices...
|
Clarification of Question by
tistu-ga
on
07 Nov 2005 11:38 PST
Datamonitor has some studies about Customer Intelligence/Analytical CRM, like:
http://www.datamonitor.com/~64767fc719a54b43bdceaec1e0f76d96~/products/free/Report/DMTC1112/010dmtc1112.pdf
http://www.datamonitor.com/~64767fc719a54b43bdceaec1e0f76d96~/home/search/?search=9059CF72-83C7-4A11-B877-3D30DA6CE94F&keywords=Analytical+CRM&content=*&type=title&date=*&iid=i&order=pub
They are too focused on the IT tools (I do not see any info on the
business impact nor on the processes related to CI) but they still
worth a look (I still prefer the DMA report I mentioned before...)
|
Request for Question Clarification by
nancylynn-ga
on
07 Nov 2005 21:11 PST
Hi tistu-ga:
I can't find anything completely comparable to that DMA report for North America.
The most comprehensive study I found, that includes Europe, is:
"Analytical CRM: Demystifying the vendor opportunity," published 2003
by Datamonitor, and priced at a whopping $3195.
http://www.bharatbook.com/detail.asp?id=5452
"The distinction between analytical and operational CRM is decreasing,
and the distinction between CRM and other enterprise applications is
fading fast. This report will build on Datamonitor's previous reports
on analytical CRM, personalization and business intelligence, and
investigate the implications of the development of the 'intelligent
enterprise'. Key market sizings will be given across verticals, for
specific national markets in Europe and North America, for core
analytical technologies."
And, this article: "CRM Advances Strongly in Europe; but Companies
Still Don?t Measure the Returns from Their CRM Investments" posted
September 13, 2001 at CRM Today:
http://www.crm2day.com/news/crm/EpppFZkppAeYUCokGk.php
"The development of a customer relationship management (CRM) strategy
is now a key boardroom issue for the majority of European companies,
according to a major new survey released by Cap Gemini Ernst & Young.
The research found that 79% of European companies now regard CRM as a
business strategy that requires changes to traditional business
models, processes and culture.
"The changing perception towards CRM among European management may
explain why they are not far behind their US counterparts in
implementing CRM solutions. 67% of European companies compared to 74%
in the USA have undertaken a CRM initiative in the last two years, and
over a third now believe that it is a top priority in their corporate
strategy and operations."
Unfortunately, I can't find the full survey.
This is the best I've been able to come up with. If this isn't in the
right ballpark, let me know.
It's possible you'll have to scale back a bit on your criteria in
order for us to find a satisfactory research paper. It's quite
possible that there isn't any research on Europe that's as
comprehensive as such studies of North America.
Best regards,
nancylynn-ga
Google Answers Researcher
|
Clarification of Question by
tistu-ga
on
08 Nov 2005 02:58 PST
Dear nancylynn-ga,
The first study you found is just the old version of the Datamonitor
report I mentioned on my previous post. The second one looks like a
generic survey on CRM, it's very hard to say based on the article how
it coveres customer intelligence.
About your suggestion, it would be hard for me to change or scale back
my request. The reason is that my company is about to perform a
Customer Intelligence survey in one European market and I need to find
regional benchmarks to compare...
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