strategic marketing
Our consultants are practitioners, not theorists. We transform one-to-one from a theoretical concept to a practical methodology that drives business results. Whether you're just starting out, or already up and running, Customer Insight Group's consultancy services helps you shape, develop and refine your customer-based strategy and get the most from your data and budgets.
We manage customer relationships, allocate budgets, and integrate analytics and data into strategies. We shepherd the development of integrated, multi-channel plans to assure flawless implementation. Working closely with you, we can create innovative acquisition, customer upgrade and retention programs that grow profitable, long-term relationships between you and your customers.
customer-based marketing
Your most important assets are your customers. It costs six to nine times more to acquire a customer than it does to keep your current ones? The competition is poised to pounce on any customer who feels that the company doesn't understand, recognize and acknowledge them for their valuable patronage. That's why customer retention, loyalty, reactivation, migration management and acquisition programs are an integral part of customer relationship management. Customer Insight Group can help you build a foundation for managing your customer relationships. Whether you want to launch a loyalty marketing program, or connect with your customers in a way that's more meaningful to them and more profitable for you, Customer Insight Group can help you achieve your goals and objectives. Our offerings include:
communication audit: measures the strength of marketing efforts versus best practice marketing techniques through an in-depth analysis of your current customer communication and relationship management efforts, and then provides recommendations to enhance your efforts.
differentiation and competitive advantage: guides you through the process of assessing viability of your offerings within existing, new or emerging markets.
customer loyalty: understand drivers of loyalty and defection, from customers' point of view, develop a loyalty strategy focused on the "right" customers, systematically deliver value, create a rewards system that reinforces desired customer behavior, measure results, and quickly, efficiently refine it for maximum success. Download our free white paper: Does Loyalty Really Exist?.
migration management: a well-designed migration management program can help marketers increase "stickiness" and stem the tide of downward inertia. Download our free white paper: Customer Centricity: Beyond the Theory.
customer segmentation: determines the most effective segmentation strategy (behavioral, demographic or value-based) then recommends communication and customer-based strategies designed to develop loyalty and improve value of key segments.
program design: develops marketing programs that address specific business objectives or opportunities, including retention, reactivation, and acquisition, and provides realistic measures and expectations, while detailing steps necessary for success.
project management: develops an implementation road map that incorporates all media and touch points, customer communication matrix, deadlines, dependencies, time frames, and other important program details to achieve successful results.
multi-channel marketing
We strongly believe that marketing activities across all channels should be integrated in a single customer relationship management plan so that customers receive a consistent brand message no matter what their communication preferences. Concurrently, customers should be segmented and targeted according to customer feedback, observations, value, preferences, and insights derived from ongoing communication efforts.
Since the majority of our clients do business through multiple channels, we're well-versed in the demands and challenges of coordinating efforts across touch-points and collecting data from disparate sources. With our expertise in strategic planning, program design, execution, tracking, analysis and measurement, we'll help you to deliver a consistent brand message whether it's on the web, in-store, with your outside sales force, or through your catalog. Our offerings include:
customer loyalty: understand drivers of loyalty and defection, from customers' point of view, develop a loyalty strategy focused on the "right" customers, systematically deliver value, create a rewards system that reinforces desired customer behavior, measure results, and quickly, efficiently refine it for maximum success. Download our free whitepaper: Loyalty Quest: Understanding What the Customers Want.
migration management: a well-designed migration management program can help marketers increase "stickiness" and stem the tide of downward inertia.
proof of concept: develop a customer relationship pilot plan containing timeline, objectives, strategies, customer communication matrix, budgets and success measurement criteria to determine feasibility and impact for roll out.
strategic planning: working closely with your company's stakeholders, Customer Insight Group assists in developing objectives, outlining communication and implementation strategies and their associated expenditures, conducting an area of departmental impact study and helping create ROI pro formas.
touch point assessment: identifies and assesses customer interaction points for ability to capture customer information data, transmit data to a single customer database, and deliver relevant communications to specific customers at the time of interaction, resulting in the achievement of sales and profit goals.
database audit: identifies location, quality, and completeness of customer data, suggesting remedies for weaknesses, recommended data enhancement, as well as identifying opportunities to improve efficiency and effectiveness of direct marketing efforts.
technology RFP guidelines: provides recommendations for the vendor/technology selection process for customer database, point of sale, internet, kiosk, and other interaction points for the support of customer relationships.