Organizations always dream of doing “more with less”, especially when focusing on improving customer profitability. But they can’t seem to turn that dream into reality. One of the main reasons why is that they are spending just as much time and energy marketing to customers who are least likely to respond as they do on those who are most likely to respond. This is a HUGE problem because organizations could substantially reduce marketing costs by focusing exclusively on 1) those already in their system who have a high likelihood of responding and 2) like-minded prospects outside of their current database. We at Arjuna have a solution to this problem - PROPENSITY SCORES. Let me explain further.
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The key to understanding your customers lies in a business’s ability to deliver a message that motivates, moves and resonates with individuals. This can rarely be achieved through generic mass-mailing campaigns. Companies that are most effective in influencing customers’ attitudes, views and behavior, are those that succeed in applying the advice of the Roman statesman Cicero and think the customer’s thoughts, feel the customer’s feelings and speak the customer’s words through their marketing campaigns.
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