The customer information wars : from data to dialogue PDF
Preview The customer information wars : from data to dialogue
Customer Intelligence From Data to Dialogue Seán Kelly ‘Sea´n’sCustomerIntelligence:FromDatatoDialoguebookisaconciselookatwhat reallymatterswhenabusinessisseriousaboutdrivingbusinessvaluefromitsmost importantasset–customerinformation.’ John McKean, author of Information Masters and Customers are People, www.informationmasters.com. ‘Thisisanengaginglyreadable,provocative,andinsightfulstrengtheningofunder- standingoftheencouragingrelationalshiftinmarketing.Itchallengesandclarifies misunderstandingsoftechnology’sroleinbuyer-sellerinteraction.Avaluableexten- sion for Relationship Marketing students and anyone intrigued by the apparent powerofICTinbusiness.’ DrRichardJ.Varey,ProfessorofMarketing,TheWaikatoManagementSchool,New Zealand. ‘Customer Intelligence by Sea´n Kelly is that rare example of a business book that challenges the reader to engage in the debate about the future of marketing in the 21stcentury.Hetakesthereaderonafascinatingjourneyfromthecurrentimpasse between the “build it low cost and they will come” corporate marketers who cling stubbornlytothemassadvertisingmantraofthepastandthepioneeringpurveyors of customer information strategy who are “betting the business” on the strategy ofcustomerknowledgeispower.Globalconsumersincreasinglyseekindividuality, speed, are more likely to leave you and less likely to listen. Sean has based his analysisonadeepandthoughtfulconsiderationofthechallengesfacingsuppliersin a“buyer-centric”world. ‘Heidentifieshowthetechnicalabilityofsupplierstoreachouttocustomersisout- pacingtheirmarketinginsighttodosointelligently.Withconsumersnowmigrating from passive consumption to participatory consumption this book challenges the reader to identify the mix of service and flexibility that will characterise the new practice of marketing. I strongly recommend this insightful and readable book to anyoneinvolvedintheunderstandingofcustomerinteractions.ToquotetheNobel Prize-winningeconomistHerbertSimon:“Awealthofinformationcreatesapoverty ofattention.”’ PeterG.Wray,Chairman,‘loyaltymatters’andCM4P. ‘Every so often, probably not more than once or twice in a decade, a book comes along that succeeds in crystallising a radical change in marketing thinking – what the jargon calls a paradigm shift. In doing so it both defines a moment which will belookedbackonlaterasaseminalpoint,andsetsanagendafordebateandaction foryearstocome. IntheeightiesthinkofRappandCollins’MaxiMarketing,intheninetiesofPeppers and Rogers’ One to One Future. Halfway through the first decade of the new millenniumthebookisSeanKelly’sCustomerIntelligence. Kelly’selegant,jargon-freestyleandcompellingargumentsmaketheworkreadlikea whodunnit,orinthiscaseawho-didn’t-do-it,thatbothenlightensthethornyques- tionsaroundwhytwodecadesofITinvestmenthavefailedtodeliverthepromised nirvanaofcloseandprofitablecustomerrelationships,andoffersinvaluablepointers on how organisations can finally break through to achieve a new era of customer intelligence.’ GaryPalmer,Fellow,InstituteofDirectMarketing,founderofInformationAlchemy. Customer Intelligence Customer Intelligence From Data to Dialogue Seán Kelly Copyright©2006 JohnWiley&SonsLtd,TheAtrium,SouthernGate, Chichester,WestSussexPO198SQ,England Telephone: (+44)1243779777 Email(forordersandcustomerserviceenquiries):[email protected] VisitourHomePageonwww.wiley.com AllRightsReserved.Nopartofthispublicationmaybereproduced,storedinaretrieval systemortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying, recording,scanningorotherwise,exceptunderthetermsoftheCopyright,Designsand PatentsAct1988orunderthetermsofalicenceissuedbytheCopyrightLicensingAgency Ltd,90TottenhamCourtRoad,LondonW1T4LP,UK,withoutthepermissioninwritingof thePublisher.RequeststothePublishershouldbeaddressedtothePermissionsDepartment, JohnWiley&SonsLtd,TheAtrium,SouthernGate,Chichester,WestSussexPO198SQ, England,[email protected],orfaxedto(+44)1243770620. OtherWileyEditorialOffices JohnWiley&SonsInc.,111RiverStreet,Hoboken,NJ07030,USA Jossey-Bass,989MarketStreet,SanFrancisco,CA94103-1741,USA Wiley-VCHVerlagGmbH,Boschstr.12,D-69469Weinheim,Germany JohnWiley&SonsAustraliaLtd,42McDougallStreet,Milton,Queensland4064,Australia JohnWiley&Sons(Asia)PteLtd,2ClementiLoop#02-01,JinXingDistripark,Singapore 129809 JohnWiley&SonsCanadaLtd,22WorcesterRoad,Etobicoke,Ontario,CanadaM9W1L1 Wileyalsopublishesitsbooksinavarietyofelectronicformats.Somecontentthatappearsin printmaynotbeavailableinelectronicbooks LibraryofCongressCataloginginPublicationData Kelly,Sea´n,1960– Customerintelligence:fromdatatodialogue/Sea´nKelly. p. cm. ISBN0-470-01858-5 1. Consumers’preferences. 2. Consumers—Research—Data processing. I. Title. HF5415.32.K452006 658.8(cid:1)34—dc22 2005019922 BritishLibraryCataloguinginPublicationData AcataloguerecordforthisbookisavailablefromtheBritishLibrary ISBN-13978-0-470-01858-3 ISBN-100-470-01858-5 Typesetin10/16ptKuenstlerbyIntegraSoftwareServicesPvt.Ltd,Pondicherry,India PrintedandboundinGreatBritainbyTJInternational,Padstow,Cornwall Thisbookisprintedonacid-freepaperresponsiblymanufacturedfromsustainableforestryin whichatleasttwotreesareplantedforeachoneusedforpaperproduction. To Meadhbh
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