Download Creating and Sustaining Profitable Customer Relationships

Creating and Sustaining Profitable
Customer Relationships
Wunderman is the world’s largest, most experienced, most acclaimed relationship marketing
agency network, providing national and global clients with accountable, data-driven relationship
marketing solutions for acquiring, retaining and optimizing profitable customers.
Relationship Marketing
Is a Two-Way Street
About Wunderman
Wunderman builds businesses and
brands by managing customer behavior to create and sustain profitable
customer relationships.
Daniel Morel
Chairman and CEO
Defying the Limits
David Sable
Vice Chairman
Wunderman
285 Madison Ave.
New York, NY 10017
Phone 212.941.3000
Fax 212.210.5454
www.wunderman.com
Business Contact
CRMproject.com
70
Barry Kessel
Chief Client Development Officer
Phone 212.941.3722
[email protected]
At Wunderman, we know a successful
relationship between buyer and seller requires
reciprocity – a mutually beneficial exchange –
that increases intimacy and value over time.
The initial currencies of exchange are
information and experience. Customers are
induced to reveal themselves – their goals,
needs, preferences, budgets and time frames.
Companies respond with branded information tailored to those disclosures, delivered
in convenient channels on a timely basis to
create a positive experience.
Wunderman’s role is to foster that
exchange and quickly monetize it on behalf
of our clients in the form of business results –
sales per customer today and the ability to
predict and shape desired customer behavior
tomorrow. But the informational and experiential exchanges, relying on our ability to
listen and persuade, precede and promote
the financial one.
Rigorous Application of Data
One-to-one conversations that cross multiple
channels and persist over time to the benefit
of both customer and company require handson expertise with data, databases, data analytics and data-driven solutions. Only “insightdriven dialogues” – derived from data –
enable marketers to differentiate among
customers and vary content, channels,
frequency and spending according to their
varying goals, preferences and value – shortterm and lifetime. We believe that increased
relevance, convenience and timeliness for
the customer yields increased effectiveness
and efficiency for the marketer.
Ability to Scale
Global and multi-line marketers expect brand
consistency and in-market effectiveness from
their subsidiaries. Our worldwide network
champions the truth that “all sales are local,”
but we operate everywhere, unified by a
common infrastructure, codified practices
and shared knowledge. Behind the scenes,
scale requires embracing different marketing
models – centralized, federated and distributed – and advancing internal alignment
across business units and between sales
and marketing. Properly aligned, external
campaigns and internal organization make
real the ambition to think global but act local.
Applying Creativity Across
the Marketing Process
Beyond compelling content, creativity today
means making a brand’s promises real –
in presence and experience. “Presence”
means attracting customers who are inmarket, ushering them from consideration
to decision, getting them to the store – real
or virtual – and the cash register for the first
and then follow-on purchases. It requires
marketers to meet and greet customers along
their journeys to the brand. “Experience” –
on the phone, online or in person – is equally
critical because in the channels every brand
can either disappoint or delight the customers’ increasingly high expectations and
increasing control over the flow of marketers’
communications.
Simply put, we shape experiences and
stimulate behaviors that create and sustain
profitable customer relationships. We identify
and attract those customers who most value
your offerings and retain them to maximize
share of their lifetime business with a defined
ROI for all activities.
Founded in 1958, Wunderman’s more
than 3,000 employees in 76 offices in 36
countries offer research and strategy development, data services, media planning
and buying, retail promotions, creative services in all media and account and project
management in both business and consumer
marketing. Our clients include Microsoft,
Ford, Citibank, Pfizer, Telefonica, Unilever,
Lufthansa, Samsung, Chevron, Burger King
and AstraZeneca. ■