building best brands
Serviceplan One ensures the best performance in all dimensions of dialogmarketing
Serviceplan One uses planning processes entirely for dialogmarketing.
Our full service features in the field of dialogmarketing include CRM consulting, strategy development, creation and IT solutions. In the process, our One-Planning® will help ensure integrated offline and online dialogue concepts with a high level of efficiency.
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Glossary: Dialogue marketing and customer relationship management (CRM)
Dialogue marketing is an advanced form of direct marketing and is intended to encourage dialogue between businesses and consumers, with the aim of achieving customer loyalty. To do this, the company enters into contact with the target group,where a response is expected from a potential or existing customer to an advertising message that has been sent to them. Here various off and online advertising materials are used, such as, fax, telephone, e-mail, bulk mail etc. For the most part, a response element is used in this one-to-one communication in order to gauge the reaction. Depending on the campaign activity, this can take place in the form of participation in a competition, survey, prize draw, evaluation questionnaire for example, or even at completion of a sale.
Customer relationship management (CRM)
Measuring the success of the activity used in dialogue marketing requires optimum customer relationship management (CRM). By using a database, relevant customer data can be recorded and analysed in order to derive activities to increase customer satisfaction. Based on the customer-specific data stored in the CRM database, the company can respond to the needs of each individual customer. With customised offers it is possible to stand out from the competition in a positive way by using direct marketing and therefore to increase customer loyalty to the company.
Based on the importance of ‘customer lifetime value’, customer loyalty is especially important for companies since it is significantly more expensive to gain new customers than it is to increase and sustainably maintain customer satisfaction and customer loyalty among existing customers through targeted activities.