What's in a name? DMA Symposium, Bristol, 2007.

DMA Symposium, Bristol, 2007

Intimis Presentation
PDF (2.1 MB).

Merlin Stone's Presentation
PDF (224 KB).

In a wide ranging debate led by Professor Merlin Stone and Intimis Director Kevin Mason, the symposium felt that CRM systems are failing to deliver as a result of being too focused on gathering customer data and using it to dictate solutions to the customer base, without regard for checking what the actual customer requirement is, and being ignorant of the negative impact that disparate messages from lots of different communication channels have. As a result, customer requirements are not met, with the wrong offer at the wrong time, through the wrong channel being all too frequent. The proliferation of media types has just compounded the problem.

The requirement is for enterprises to sense and respond to customer needs, changing as requirements dictate. Marketers want to begin a multi-channel dialogue with customers, with consistency of messages delivered through appropriate channels in a timely manner. They want to track and respond to customer interactions in real-time. The ideal is a multi-channel, responsive, real-time dialogue marketing system that drives mass customisation and personalisation, while tracking customers on an individual basis. However, realising this need is a challenge. Most companies have a fragile eco-system of semi-coordinated technology, channels and databases, communicating multiple messages to customers.

Kevin Mason shared a number of case studies from clients who had used their modular 1-2-1 dialogue marketing system. They demonstrated improved response rates of up to 300% with reduction in spend of up to 50%.

Download Intimis Presentation — PDF (2.1 MB).

Download Merlin Stone's Presentation — PDF (224 KB).