Customer-led Contact Planning: What are the Potential Benefits?

11th Dec 2000

This paper begins by looking at the wealth of information that organizations already hold about customers as generated by enquiries, applications and transactions. The information provides a basis on which to model likely future product purchase propensities and contact strategies. Customer-led contact strategies ensure that every contact is relevant, every contact carries the most appropriate offer and every contact is optimally cost-effective.

Customer-led contact planning challenges conventional thinking which focuses on methodologies driven by budget and product volumes. So, for the customer-led contact planning to be implemented successfully, companies need to be convinced of the benefits. In simulation, the customer-led approach often provides a gain of over 40 in bottom line contribution compared with normal campaign management techniques. This presentation details one such set of simulation results with the aim of providing a summation of the benefits.

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