Naras Eechambadi

Let customers control how/what/when when they hear from you

One of the most annoying aspects of the customer experience does not have to do with the shopping experience but with the communication experience.    A constant refrain we hear from customers across the board (whether in B2B or B2C situations) is that they get...

Is technology the gating factor for marketing?

Last month, I was on a keynote panel at the National Center for Database Marketing (NCDM).  The topic of the panel was "Evolving from Database Marketing to Customer Intelligence" and the discussion largely centered around the evolution of marketing into a bi-directional communication mechanism...

The Paradox of Marketing Automation

Marketers at most companies choose their campaign management tool in one of two ways. The first approach is to feel a pain around their ability to execute multiple, increasingly complex campaigns. They then figure that the right software can help ease...

Forrester Marketing Forum 2009: A brief review

I attended the Forrester Marketing Forum held at the Walt Disney Yacht and Beach Club Resort in Orlando, Florida late last week. Nice venue, good conference. Some thought provoking speakers. I am not going to review the conference or all...

Luring Back Former Customers: Triumph of Hope Over Intelligence?

It is axiomatic in marketing and customer management circles that it is much more difficult and expensive to acquire a new customer than it is to retain an existing customer. Estimates range from five to fifteen times as expensive, depending on the...

Use Marketing Analytics to Beat the Recession Blues

Bob Thompson chats with marketing performance expert Naras Eechambadi about what marketing leaders can do in this difficult economy. Topics: Impact of the recession on marketing organizations Using marketing analytics to help agents sell effectively on inbound calls Avoiding customer annoyance and other implementation challenges…

Decline in Direct Mail Spending: Silver Lining in a Dark Cloud?

The Winterberry Group recently published a research study on trends in direct mail. The study found that direct mail spending in the U.S. declined by 3% in 2008 and volumes declined dramatically by about 4.5 overall, 12% in some verticals. This is unprecedented,...

US Airways throws in the towel. Score one for the customer!

I got this email from US Airways today: "On March 1, we're bringing back free drinks in our Coach cabin. This includes sodas, juices, tea, coffee and water on all US Airways and US Airways Express flights. We believe in our pay-for-what-you-choose-to-use – or "a...

Starbucks Slides Down Slithery Slope

Starbucks just introduced their first instant coffee, called Via Ready Brew. This is a significant move for this once high flying company that is now struggling to get back on the growth path. Will Via rescue them? Is it the answer to their growth...

Marketers, This is Your Time to Innovate and Lead, Not Hunker Down

This past holiday season was brutal for almost all retailers. Still, Amazon.com was one company that rose above the carnage and stood out with its positive performance, growing fourth quarter sales by 18 percent and profits by nine percent. Amazon.com's share of traffic compared...

Trim Your Customer Experience to the Prevailing Wind

Purveyors of luxury brands have been hit hard in this downturn. Luxury retailers, including car dealers, have seen their sales go down more than others over the past year. They ought to think about how they can deliver more...

Tough Times Call for Creativity and Reverse Targeting: Here’s How to Market in Real...

In his Origin of the Species, Charles Darwin made the famous observation that it is not the strongest species that survive or even the smartest but the most flexible. As we look at the carnage in the markets and a looming recession, the questions...

Firing Customers: Is It Ever a Good Idea?

Last month, Sprint Nextel (www.sprint.com) announced that it was going to "terminate" 1000 of it's 53 million customers because they called the customer service call center too often. There was a lot of chatter in the blogosphere about what a...

Oh, So Close! Verizon Almost Gets It

CRM has come a long way in the past decade. Most companies have made great strides in recognizing valuable customers and providing them with a superior experience, thanks to customer focused strategies supported by better customer information and analytics. Despite these advances,...

Customer Insights Go Real Time: Marketing at the Moment of Truth

There is a great deal of evidence that consumers are turned off by traditional advertising. Traditional media is nowhere near as effective or efficient as it used to be. Marketers are challenged by this decline, as well as by the loss of control they...

Advice to CMOs: Have Your Metrics in Place; Have a Strategic Vision; and Work...

I was at lunch with the chief marketing officer of a major travel and entertainment company recently. Her senior team members were there, as well. They were at a fairly typical juncture for many companies today. They were seeking our advice on what other...

Effective CRM Means Getting Your Priorities Right: The Amica Story

A dozen years ago, having churned through a few insurance companies and having tired of it, I was complaining to a friend. He happened to be an Amica customer and strongly recommended that I look at Amica. I did, and I have been a...

Analytics Can Make Your Numbers Really Add Up

At Quaero, we run into a number of clients who have large marketing budgets and staff but don't have a commensurate strength in marketing analytics. When I dig deeper, I often find out that analytics has historically not been proven to be a significant...

Marketing Shouldn’t Always Drive Customer Strategy

Customer strategy lies—or should lie—at the heart of customer relationship management. It defines a company's objective with regard to its customers: acquiring them, serving them and retaining them. It involves understanding the nature of customers, the relationships and the different flavors customers and relationships...

Marketing Executives Sought–But Didn’t Quite Find–More Accountability in 2005

Over the past few years, analytic CRM and marketing applications have been among the most active and fast growing areas within CRM. We saw that trend continuing in 2005. Perhaps the biggest story in the marketing side of things is the continuing pressure on senior...

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