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Check Your Marketing Intelligence Quotient

PriceWaterhousCoopers the well-known consulting firm, had (in 2000) an online quiz to determine if you are effective in determining target market strategies. The questions are paraphrased here to allow you to evaluate the effectiveness of. your company's marketing and web marketing strategies.

How many of these techniques do you use?

View customer information as a strategic asset:
  1. Effectively use technology to capture customer/consumer information and distribute relevant information internally to all sales functions.
  2. Have a single repository of customer information to enable an integrated, holistic view of the customer and support customer-focused business decisions.

Make each customer contact a marketing opportunity:

  1. Be able to refocus your products/services in real time through sales force automation and/or structured shopping assistance.
  2. Provide information to sales force/telemarketing representatives to support value-added customer service, customer delivery, and marketing efforts.
Measure and manage customers by profitability:
  1. Measure and communicate the effectiveness of marketing programs, product satisfaction, and customer service delivery.
  2. Have strategies to reward and recognize valuable customers, offer incentives to marginal customers, and discourage unprofitable customers.

Develop customer preferred strategic channels:

  1. Offer channels that are most convenient to your customer (e.g., call center, fax, web, retail).
  2. Provide integration of your product/service offering throughout all customer channels (e.g., status of telephone order is available on website).
  3. Respond to customers in a specified and acceptable amount of time, regardless of channel.
Build customer loyalty to the enterprise:
  1. Use customer segmentation to enhance your product and service offerings based on specific categories (including profitability, preferences, lifecycle.
  2. Build loyalty through programs such as measuring lost customers, identifying why customers have left, and implementing win-back strategies.
  3. Share information with your trading partners in order to improve the offer and enhance customer service and delivery.