Consumer Insight

Part of the new "Market Research in Practice" series, these books are essential guides for the burgeoning Market Research Society training and qualifications programme. Written by leading experts on database marketing, customer service and Customer Relationship Marketing (CRM), "Consumer Insight" provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on.

The Market Research Society

viii

The editorial board

ix

List of contributors

xi

Foreword

xiii

Acknowledgements

xv

Introduction

1

(1)

Merlin Stone

Bryan Foss

Alison Bond

Steve Wills

Introduction

1

(3)

The professional domain of consumer insight

4

(1)

Managing consumer insight

5

(1)

Customers and consumers

5

(1)

Keeping consumers and stakeholders happy -- from research, through measurement, to management

6

(5)

Insight and knowledge management

11

(1)

Consumer insight and marketing transformation

12

(4)

Organization of this book

16

(3)

What is database marketing?

19

(27)

Merlin Stone

Alison Bond

Bryan Foss

Mark Patron

Introduction

19

(2)

Channels for managing consumers directly

21

(2)

How database marketing works

23

(1)

Planning your database marketing activity

24

(1)

Future value of consumers

25

(1)

Applications of the consumer database

26

(1)

What a consumer database is and why we need it

27

(1)

How a database is used

27

(2)

Factors that have helped database marketing grow so fast

29

(1)

The strengths of database marketing

30

(1)

How a database works

31

(7)

Data quality and maintenance

38

(1)

Merging and purging data

39

(1)

Doing it yourself or outsourcing

40

(1)

Using a database in practice

40

(5)

Conclusion

45

(1)

Using the database

46

(13)

Merlin Stone

Alison Bond

Bryan Foss

Applications of database marketing

46

(2)

Strategic issues

48

(4)

Who uses the consumer database -- and how

52

(5)

The demand for database marketing

57

(1)

The supply of database marketing services

58

(1)

Conclusion

58

(1)

How customer care and database marketing use customer insight

59

(29)

Merlin Stone

Alison Bond

Bryan Foss

Database marketing and customer care

59

(1)

The meaning of customer care

60

(7)

How database marketers use consumer insight -- starting with the offer

67

(1)

How choice of media requires consumer insight

68

(19)

Conclusion

87

(1)

Customer relationship management (CRM)

88

(23)

Merlin Stone

Alison Bond

Bryan Foss

Neil Woodcock

Jennifer Kirkby

A variety of definitions

88

(2)

Managing the relationship in stages

90

(1)

Why CRM is important or at least useful

90

(6)

A model of CRM

96

(2)

How CRM is evolving today

98

(1)

Performance is disappointing

98

(3)

Where next for CRM?

101

(1)

Customer experience management

101

(6)

Making the strategic shift to CRM / CEM

107

(3)

Conclusions

110

(1)

Consumer insight and market research

111

(24)

Merlin Stone

Alison Bond

Clive Nancarrow

Sharon Rees

Introduction

111

(1)

Segmentation

112

(4)

How to define segments

116

(2)

Using market research in CRM

118

(1)

Understanding consumers

119

(1)

Main research techniques used in gaining consumer insight

120

(4)

The 10 key CRM questions

124

(1)

The research process

124

(1)

Applying market research to customer base analysis

125

(6)

Conclusions

131

(2)

Call to action

133

(2)

Analysing consumer data to get insight

135

(25)

Merlin Stone

Bryan Foss

David Selby

Julie Abbott

Products, propositions and customers

135

(6)

Conclusions on the deployment of analysis

141

(1)

Advanced data analysis

142

(3)

Data mining

145

(14)

Where data mining is today

159

(1)

Using consumer insight in developing and retaining consumers

160

(26)

Merlin Stone

Clive Nancarrow

Bryan Foss

Alison Bond

Nick Orsman

The problem

160

(5)

Cross-selling

165

(6)

Customer retention

171

(4)

The concept of loyalty

175

(1)

The research programme

176

(8)

Conclusions

184

(2)

Sharing consumer insight -- partnerships and loyalty schemes

186

(23)

Merlin Stone

David Bearman

Alan Tapp

Stephan A Butscher

Paul Crick

David Gilbert

Tess Moffett

Nick Orsman

Ways of sharing consumer insight

186

(4)

Loyalty schemes

190

(6)

What customer loyalty schemes involve managerially

196

(6)

How some leading retailers are managing their loyalty schemes

202

(4)

Conclusions

206

(3)

Privacy, risk, and good and bad consumers

209

(19)

Merlin Stone

Bryan Foss

Alison Bond

Martin Hickley

Nick Orsman

Introduction

209

(1)

Who good consumers are

209

(2)

Who bad consumers are

211

(5)

Prediction of good and bad

216

(1)

The portfolio approach

217

(2)

Social, political and legal issues

219

(1)

Ethical issues

220

(2)

The Internet, trust and all that

222

(1)

How consumers feel about these issues

223

(1)

What the law says

223

(1)

Improving the quality of consumer data management so as to comply with requirements

224

(1)

Guidelines for data protection

225

(1)

Conclusions

226

(2)

Consumer insight systems

228

(20)

Merlin Stone

Julie Abbott

Bryan Foss

Paul McDaid

Doug Morrison

The history

228

(4)

A sense of perspective

232

(1)

How technology opens up new opportunities

233

(4)

Data warehousing, decision science and data analysis

237

(3)

Integration

240

(2)

E-business infrastructure

242

(2)

What has been learnt from implementing new technology

244

(3)

What the future holds

247

(1)

Organizing and managing consumer insight

248

(18)

Merlin Stone

Bryan Foss

Bryan Hassett

Alison Bond

Ronel Schoeman

The people involved in managing and using consumer insight

249

(5)

Managing consumer insight staff

254

(11)

Conclusions

265

(1)

Appendix: The Market Research Society Code of Conduct

266

(21)

Index

287

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Summary

Table of Contents

Supplemental Materials