Your CRM Radar
A quick gathering of stats and facts related to the world of customer relationship marketing.
Rethinking Rewards:
Consumers want groceries, fuel and other basics.
Customer loyalty programs that offer rewards related to basic household spending needs are grabbing consumers’ attention in the current economic environment. A recent study shows that the most enticing reward categories today are:
- Groceries (70%)
- Fuel (61%)
- Retail stores (41%)
- Household products (40%)
- Travel (30%)
Source: 2009 ICOM survey
For ROI, CRM Outperforms the Rest
Marketers recently surveyed by the Chartered Institute of Marketing said they believe customer relationship management (CRM) delivers the best ROI of all available marketing tactics. The second-highest ROI rating came from public relations, with print advertising ranking last.
Source: Chartered Institute of Marketing’s 2009 Marketing Trends Survey
Behavioral Styles Trump Demographics as Shopping Predictors
New research, based on three years of data from multiple retail channels, covering 300 food and non-food categories, suggests that the demographic factors used by most retail marketers are not valid predictors of shopping behavior.
Instead, the study found three distinct “behavioral styles” that defy characterization by traditional demographic traits, such as income level, age of household or size of household.
The three behavioral styles, which strongly impact how customers plan purchases, are:
- Shoptimizers – Most likely to be influenced by pre-shopping stimuli, such as coupons, print advertising or direct mail offers.
- Mainstreeters – Engage in less pre-planning; more likely to be influenced by convenience and price reputation; open to choices based on overall store messaging and ongoing promotions.
- Carefree – Usually skip any pre-planning; make choices while shopping; tend to ignore pricing and promotions.
Source: 2009 Henkel Consumer Goods Inc. Shoppers’ Perspective Study
Satisfaction Surveys Rank First Among Feedback Options
A recent survey shows how U.S. companies are gathering customer feedback in today’s retail marketplace:
| Customer satisfaction surveys | 86% |
| Focus groups | 48% |
| Contact center call recordings | 34% |
| Customer advisory groups | 27% |
| Net Promoter® Scores | 26% |
| Social media (Twitter, Facebook, blogs) | 24% |
Source: 1to1 Media 2009 Voice of the Customer Survey