Our published articles on customer experience management. en-us Tue, 17 Mar 2009 08:26:08 +1000 Tue, 17 Mar 2009 08:26:08 +1000 http://www.genroe.com.au/articles/rss/articles.xml info@genroe.com.au info@genroe.com.au As the credit crunch bites hard into the profits of US financial institutions, one small Australian company is helping them to stem the churn of their customers. Genroe’s unique methodology in customer value optimisation and implementation is helping banks and insurance companies to create actionable opportunities that increase customer retention. Many of their clients have being performing customer segmentation and analytics for years, but Genroe’s approach uncovers opportunities that are missed in other more traditional methodologies. Coupled with their practical implementation models, clients typically generate results within the first six months of engagement. http://www.genroe.com.au/articles/Genroe-success-in-the-US.asp Tue, 17 Mar 2009 08:26:08 +1000 The Austrade Australian Business Efficiency Forum attracted a capacity audience at the Waldorf Astoria Hotel during the recent ‘Australia Week’ in New York. The forum showcased 3 proven Australian business efficiency and cost saving solutions with particular relevance to the current global business climate. CPT Global, ASX listed company specialising in Mainframe and Data Centre Optimization, Quickcomm, a Telecom Expense Management solution, and Genroe, a customer profitability optimization specialist. http://www.genroe.com.au/articles/Austrade-Australian-Business-Efficiency-Forum.asp.asp Tue, 17 Mar 2009 08:26:08 +1000 With 2009 only a few months away I thought that it was time to make some informed predictions about what is likely to be happening in the Direct Marketing and Call Centre Industry’s over the next year or so. http://www.genroe.com.au/articles/Contact-Centre-Crystal-ball-gazing-for-2009.asp Tue, 28 Oct 2008 08:26:08 +1000 As a great Direct Marketing (DM) professional you no doubt know your Return on Investment (ROI) attributes, metrics and calculations backwards, but there always seems to be one Contact Centre metric that flies below the radar for a lot of consummate DM professionals, that being Average Handle Time (AHT) of Contact Centre calls! http://www.genroe.com.au/articles/AHT-the-sometimes-forgotten-Call-Centre-ROI-metric.asp Tue, 23 Sep 2008 08:26:08 +1000 Quite often our clients tell us that they would like things to be better between their Contact Centre and Marketing Departments, so stronger business results could be achieved. Every situation is different and does need to be dealt with on a case by case basis but I've listed 5 easy tips that you could implement immediately to ensure that your relationships do not deteriorate http://www.genroe.com.au/articles/Marketing-are-from-Mars-Contact-Centre-People-are-from-Pluto.asp Wed, 27 Aug 2008 08:26:08 +1000 Quite often our clients tell us that they would like things to be better between their Contact Centre and Marketing Departments, so stronger business results could be achieved. Every situation is different and does need to be dealt with on a case by case basis but I've listed 5 easy tips that you could implement immediately to ensure that your relationships do not deteriorate http://www.genroe.com.au/articles/Marketing-are-from-Mars-Contact-Centre-People-are-from-Pluto.asp Wed, 27 Aug 2008 08:26:08 +1000 What if your Contact Centre and Customer Service Departments generated marketing ideas and increased sales through plain old good service, while still reducing costs? Impossible you may say, but it’s not just read on! http://www.genroe.com.au/articles/6-ways-service-increase-sales-lower-costs-contact-centre.asp Wed, 25 Jun 2008 08:26:08 +1000 Being able to report, measure, review and interpret the results of your call centre campaigns is paramount to the ongoing success of your direct marketing strategy. But, did you know that 8 out of 10 businesses can improve campaign success through improved call centre reporting and analysis? http://www.genroe.com.au/articles/9_call_centre_reports_every_marketing_manager_must_have.asp Wed, 20 Feb 2008 08:26:08 +1000 The hard work is done, the calls are being made and now it’s just a matter of waiting for the sales to roll in from the call centre, or is it? http://www.genroe.com.au/articles/call_centre_execution_7_ways_marketers_improve_conversions.asp Wed, 20 Feb 2008 08:26:08 +1000 The campaign strategy has been set and the offer created. All that needs to be done now is the selection and loading of the call lists. The campaign is ready to roll and you can hand off to the call center. But wait, have you made sure that the call center will be able to get the maximum value from all of your hard work? http://www.genroe.com.au/articles/call_centre_campaigns_5_set_up_questions_for_marketers.asp Tue, 12 Feb 2008 08:26:08 +1000 The starting point when designing customer loyalty programs should be understanding what your customers care about and how well you are meeting their expectations. Unfortunately, many attempts at customer satisfaction measurement fail to include all three critical elements in the customer loyalty survey and so fail to provide useful information to the business. http://www.genroe.com.au/articles/customer_loyalty_surveys_are_you_including_all_3_elements.asp B4992240-690D-447B-A1E0-F546CF771EAE Wed, 23 May 2007 08:26:08 +1000 Increasingly organizations are becoming dissatisfied with their customer satisfaction surveys and turning instead to designing and implementing customer loyalty programs. The reason is simple, after 10 years of running national customer satisfaction surveys the American Customer Satisfaction Index has, basically, not moved at all. This is despite industry reportedly investing USD800,000,000 each year on improving customer satisfaction. So what to do? http://www.genroe.com.au/articles/5_steps_to_effective_Customer_Loyalty_Programs.asp 7C084240-32FB-4894-8826-01BF229B4819 Wed, 23 May 2007 09:15:48 +1000 In the last 12 months Customer experience management (CEM) has started to get more profile but it is still just a good idea emerging into an area of marketing thought currently dominated by CRM. A quick check on Google cites approximately 250 times more listings for CRM as it does for CEM. According to Overture, for every one person searching on CEM almost 90 search on CRM. Yes, CEM is currently a poor cousin to CRM. If it is to grow up and become a powerful business tool it must move out of marketing and directly link itself to business outcomes. http://www.genroe.com.au/articles/will_customer_experience_management_grow_up_big_and_strong.asp 8C523CCE-CB69-4364-B749-F8FC2C53A035 Wed, 23 May 2007 09:16:38 +1000 "Your customer is your most powerful asset" according to Harvard Business School Professor Frances Frei. Yet, how many organisations actually manage and monitor their customers as a financial asset? The road block that many organisation’s face, is that they manage customers as non-financial assets rather than as financial assets. For this reason, they do not use the same rigorous tools and processes to manage customers as they do to manage their other assets. http://www.genroe.com.au/articles/managing_customers_as_financial_assets.asp 642A7085-1747-4CB9-AD0D-BB83EC9F4BF8 Wed, 23 May 2007 09:17:04 +1000 If you’re like most people you’d be happy to increase conversions a few percentage points on each e-newsletter. Well, what if there was a way to double or triple the number of conversions you receive? Impossible? There is way and the secret is to vastly improve your ability to test e-newsletter elements efficiently and effectively. The way to do that is Taguchi design. http://www.genroe.com.au/articles/taghuchi_testing.asp 245142FC-F7C3-4070-9B3A-8BF87E139D40 Wed, 23 May 2007 09:17:33 +1000 If you’re like most of the people who measure the ROI of marketing campaigns or other business initiatives you’re probably focusing on the wrong thing: Tactical ROI. http://www.genroe.com.au/articles/marketing_roi.asp DDA3B92A-A702-4A25-AEF9-E4B728382779 Wed, 23 May 2007 09:17:57 +1000 Many companies would like to improve their customer retention but are unsure how to make the changes in their business to improve this important profit lever. http://http://www.genroe.com.au/articles/driving_customer_retention.asp 01FDB006-3D63-4834-9A85-E1523A21813C Wed, 23 May 2007 09:18:13 +1000 e all hear about the bad customer service experiences that our friends have had but for once I wanted to relate a good story and give credit where it is due. Customer service is such an important and misunderstood part of customer retention that I tend to go looking for examples of both excellent and reprehensible service. Last month I found an example of the excellent type and I think it provides some valuable lessons for us all. http://www.genroe.com.au/articles/customer_service_customer_retention.asp 548F215A-8763-4D84-B128-073791A65AFB Wed, 23 May 2007 09:18:46 +1000 There’s only so much time in the day and dollars in the budget! When trying to decided how to apportion both, one of the topics I frequently get asked about is personalisation: “is it worth the effort?” In my opinion the answer is YES. http://www.genroe.com.au/articles/personalisation_is_it_worth_the_effort.asp 1F840BED-11CF-4BFE-9C1B-3539B19EB6C1 Wed, 23 May 2007 09:19:56 +1000 It always amazes me the trouble companies go to secure new customers and then just throw them into a bucket labeled "Customer", never looking at them again. Well that bucket has lot of leaks and companies are themselves the ones hammering in the holes. Many times you can improve customer retention by just plugging a few of those holes. Here is a recent case in point. http://www.genroe.com.au/articles/why_make_it_difficult_for_customers.asp 2D92E689-252A-44E8-A21E-1DE25E19D14B Wed, 23 May 2007 09:20:17 +1000 In a world where customers control the relationship, if you want to continue to have a relationship, you need to provide something of value to them and profitable to you. In other words, you communicate with your customers to provide information both relevant to their needs and profitable to you. http://www.genroe.com.au/articles/why_communicate_with_your_customers.asp DFC8488D-2120-4343-AC49-249E805C150C Wed, 23 May 2007 09:20:53 +1000 In today’s marketplace, consumers are bombarded with competitions as companies fight to attract new customers and retain their existing ones. Some companies are extremely successful in achieving their marketing objectives through the use of competitions, whilst others fail dismally. So why do some companies fail with competitions and others succeed? It’s all due to planning and implementation. http://www.genroe.com.au/articles/four_keys_to_successful_competitions.asp EF9DE4EA-6C89-405E-896F-F8228F7EF1A9 Wed, 23 May 2007 09:21:12 +1000 Every year, companies spend millions of dollars running business promotion competitions to improve new customer acquisition rates or increase product usage. While many of these competitions appear successful, just as many could easily provide greater returns. By changing your perception of competitions from being a tactical way to boost short term sales to a powerful tool in your marketing strategy, you can reap large returns. http://www.genroe.com.au/articles/strategic_uses_for_competitions.asp 66B7AEDB-1592-4E65-9F39-73D041508117 Wed, 23 May 2007 09:21:33 +1000