Letters to the Editor
Re: Lessons from Yahoo on Database Marketing (The CRM Loop, July 14)
Interesting article. Of course, you (and Mr. Fayyad) dangle that big carrot that represents the mainly untapped consideration phase of the buying cycle, but don’t speculate about what marketers might be doing to effectively target these consumers.
I would guess that consumers who are in consideration phase would be most receptive to communications that offer real help in arriving at a final decision. Consumer Reports comes to mind, but we can’t advertise there. Shopping comparison sites (MySimon, PriceGrabber) seem to be focused towards the end of the cycle, where the factors being considered have been narrowed mainly to price. Offers from sellers that seek to “educate” or otherwise assist the consumer nearly always come off as self-serving and fail.
I’d say a notable exception is Progressive Insurance, who focus a great deal of effort at reaching consumers in the consideration phase by offering to recommend competitors if they have a lower rate. It’s a ballsy approach, and I assume it’s helping their overall conversion rates. It might be interesting to explore other companies who have found ways to credibly reach consumers in the consideration phase. Mitch Speers Marketing Manager Luxe Home Furnishings Niles, MI
Re: The CRM Cynic: Bernie Ebbers Owes Me $62 (The CRM Loop, July 14)
I had to write in to say I loved the column. The issue you raise—managing customers when you’re on the bridge of the Titanic—is an excellent one. As a long time PR pro, I’ve developed many crisis communications programs. Each one includes how to manage employee issues. Too often c-level execs are more concerned about Wall Street’s opinions than they are about the troops down the hall. They need to learn that you can’t appease the former without tremendous support from the latter.
Kay Cavender Corporate Communications Manager Silverpop Atlanta, GA
