Peppers and Rogers White Paper:
How Retail CMOs Can Deliver the Optimal
Customer Experience
Published January, 2005
The Peppers & Rogers Group is the leading authority of one to
one marketing, beginning back in 1991 with Don Peppers and Martha
Roger, Ph.D.’s first published text (now considered the bible of
relationship marketing), “The One to One Future, Building Relations
One Customer at a Time”.
In this white paper, they explore Customer Experience Development as a
strategy to create optimal interactions with retail consumers, and
make a case for a multi-channel communications plan. They also
review two SmartReply client case studies (one each from The Sports
Authority and from Casual Male), with interesting insights on what
works, why, and how customers respond to voice marketing.
| This white paper
is designed to help retail marketers: |
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Break through
the message clutter,
React to market opportunities quickly,
Seize revenue via stronger customer relationships. |
| You’ll learn the
importance of managing interactions with customers
across channels through Customer Experience Development
(CED): |
|
Consistency across channels
Integration of key processes
Relevance within each interaction
Trust built with each customer |
You will also uncover why voice marketing is becoming a
valuable tool for enhancing the customer experience and launching
campaigns that drive returns.
To download this white paper, please enter your name,
company, title, and email address below, and you will be taken
immediately to a download page.
Thank you for your interest in SmartReply
and The Peppers and Rogers Group white paper. If you would like more
information on SmartReply, please contact Mike Romano, Executive
Vice President, at 949-340-0708 or email
mromano@smartreply.com.
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Quotes from the Peppers
and Rogers White Paper
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| “Customers expect companies to
know who they are and their preferences regardless of
how and when they interact. Their tolerance for
fragmented interactions will continue to drop as their
expectations rise.” |
— Lisa
Goodmaster,Partner
Peppers and Rogers Group |
Among 320 companies that responded to a recent Chief
Marketing Officer Council survey, only a meager 16.8%
reported that they had formal marketing performance
measurement systems in place, even though 90% said that
performance measurement was a priority. More
importantly, 80% said they were dissatisfied with their
ability to demonstrate ROI from their marketing
initiatives. |
“The best feedback comes from our store associates,” she
says. “They’ve said they like it that several customers
have come in and said, ‘I got a call from you guys’ and
they appreciated that reminder.” |
— Mary Luttrell
Director of Advertising
Casual Male |
“First, it was,‘look for this postcard or coupon’.Then
it became,‘you have a coupon waiting for you at the
store.’So instead of being an adjunct, it [voice
marketing] became the primary mechanism.” |
— Jeffrey Handler
former Senior VP, Marketing
The Sports Authority |
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