Intelligent Use of Customer Information:
The intelligent use of customer information is the key to success. Access to accurate
comprehensive customer information takes the guesswork out of decision-making and is a
crucial tool in profitable, effective product development, marketing, pricing and
distribution.
Detailed analysis of customers, the products they purchase and their buying patterns, will
show exactly who customers are, what they buy and in what volumes. It will prioritise the
manufacturing and distribution functions. It will focus efforts on the basic purpose of
any successful business. To acquire and retain customers who look like our very best
customers.
A marketing led technology driven distribution system utilising and interlinking all
available communications channels, as appropriate, to present each customer or prospect
with the right product at the right time on a one to one basis will have best results.
Providing the facility to distribute and communicate face to face, by telephone, mail or
electronic methods will develop a greater sense of belonging and further increase sales,
and multi-product customers, which in turn will significantly increase persistency and
profits.
A Performance Based Strategy for Profit:
The fuel to power such a technology driven distribution system is quality customer
information, which is accessible and capable of manipulation for analysis, prediction and
targeting.
A seamless strategy of customer service and control i.e. management control of products,
distribution and customers. The reward will be increased customer loyalty and profits from
higher sales to existing customers. Recognition of who these customers are will improve
product development and provide cheaper and more effective targeting to attract more new
customers who have the same profile as your very best customers.
Strengthened affinity with customers will result in immediate tangible benefits:
- Enhance sales achievements.
- Cost-effectively improve service standards.
- Enable you to cross-sell more effectively across your whole
product range.
- Improve efficiency of resource utilisation.
- Improve customer retention.
- Provide a deeper understanding of the best markets for new
customers.
Customers will appreciate being offered the right product at the right time through the
distribution channel or channels of their choice and are likely to respond in increasing
volumes. Wastage will be reduced driving down acquisition costs and further enhancing
profits.
For more info see our Winsure International page.
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