Profitability from Customer Affinity

A research initiative to determine what drives customer affinity, advocacy and attachment and how brands in the BtoB technology space stack up in rankings of customer equity.

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Overview

Profitability from Customer Affinity is a milestone research initiative launching in March 2007, to determine what drives customer affinity, advocacy and attachment and how brands in the BtoB technology space stack up in rankings of customer equity. The initiative is designed to help members of the technology industry better understand how to improve return on account and customer relationships.

The tech sector is uniquely challenged to cultivate, sustain, and optimize long-term, high-value relationships that are both profitable and mutually satisfying. The complexities, costs, and risks of large-scale implementations, business critical deployments, and transformational outsourcing engagements frequently pressure procurement partnerships. Addressing and satisfying the multiplicity of internal customer constituencies is both daunting and unpredictable. Given the importance and value of these complex relationships, effectiveness in achieving a better return on strategic account relationships will be a key determinant of business performance in the years ahead.

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Read

Studies & White Papers

16 Ways to Harness Data to Better Engage Contacts and Drive Revenue - Silverpop

Social CRM: Customer Relationship Management in the Age of the Socially-Empowered Customer - CRM Essentials, LLC 

Strategy for Social CRM - Collective Intellect

Competitive Landscape Analysis, CRM BPO Providers, Worldwide, 2007 - Gartner

Avoiding CRM's Common Pitfalls  - Customer Centricity, Inc. 

CRM Implementation: Effectiveness Issues and Insights - Journal of the Academy of Marketing Science

Making the Customer the Design Point with C-Business - Customers Incorporated

Achieving Sales Effectiveness with Sales Workflow Management - Customers Incorporated

Striking the CRM Balance: Greater Productivity, Lower Costs, Tight Integration - 1to1 Media

Stop Random Acts of CRM - 1to1 Media

No More Limits: CRM On Demand Goes Strategic - 1to1 Media

Customer Research, Not Marketing Research (PDF) - Ipsos

Creating the CRM Business Case (PDF) - ISM Systems 

Customer Process Management: The Real-time Enterprise Depends on the Merging of CRM and BPM  - Aptean (Consona)

Managing the Enterprise Customer Relationship - Customer Centricity, Inc.

Unlocking the Value of Your CRM InitativePeppers & Rogers Group 

Preserving a Healthy Customer Base - Customer Centricity, Inc.

Floats Like a Butterfly, Stings Like a Bee - Customer Centricity, Inc.

The Executive Guide to CRM Architecture: Why CRM Will Impact Your Success - VendorGuru

How to Segment Best Customer and & Raise Conversions 300% Case Study - Marketing Sherpa

Customer Experience Management: Accelerating Business Performance - CRMGuru.com 

Connecting Your Executives to the CRM Effort - Aptean (Consona)

Books