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Consultancy Services Below is a list of the comprehensive services we offer to our clients.
Customer Relationship Management (CRM)For clients looking at investing in CRM solutions, we can provide consulting and project management services to independently define requirements, issue requests for proposal, and assist in the evaluation of responses and subsequent project management of the implementation. Where customers have already invested in CRM, but are now thinking “I have spent all this money putting in a computer system and I’m not getting anything out of it”, Segar Associates can help. The most common issue with CRM implementations is that they rapidly become an IT system rather than a marketing system. The original objective of providing better marketing is lost in complexity and systems architecture. Our team of CRM consultants have many years of experience in both building and implementing CRM solutions for some of the worlds leading marketers. We are adept at keeping the focus on CRM as a marketing tool, but at the same time being mindful of the IT issues. This is the where the delicate balance of bringing marketing and IT together is most relevant. Prior to forming Segar Associates, our principals have established Direct Marketing, Brand Marketing, Loyalty and Relationship Marketing and specialist CRM software companies whose clients included MasterCard, Sydney Olympics, Fosters Brewing Group, IIR Conferences, Toyota, Australian Credit Unions, Microsoft, RD1.COM (NZ Dairy Group, Fonterra) Segar Associates is uniquely able to span both the marketing requirements of CRM and understand the implementation process and technical issues involved in implementing CRM. We can:
Database Marketing Strategic VisionMost organisations have all the data they require for great direct marketing. Segar Associates can help pull that data together and then fill in any missing pieces of the data required for the marketing mix. We understand strategic and tactical direct marketing, and we understand both very large and very small information systems. We can work to:
Often direct marketing programmes do not achieve their potential due to a lack of communication between Marketing and IT. IT people know about data but not about marketing. Agency or marketing people know about marketing but have no idea what data is available. Hence excellent direct strategies often get consigned to the too-hard basket and cost effective ongoing strategies are wasted. Segar Associates consultants are highly skilled direct marketing practitioners, with a full understanding of the marketing processes and the data required to run effective short term tactical and long term strategic marketing programmes, as well as having first class in-depth technical backgrounds. We also understand about customer loyalty and know the difference between a short term tactical sales promotion and true long term customer loyalty. We can:
Data Auditing Analyse and map data flows from all systems. Review software, technology and make recommendations on ways to improve and streamline your information systems. From the business process and data map we can create a customer contact and relationship analysis. This will determine if adequate data is being captured at each customer contact. We review whether that data is accurate and in a format that can be used to improve your customer relationships or simply as a basis for better strategic and or tactical marketing. Depending upon our brief, our data audit delivers an audit document showing the following:
Direct Marketing Programme executionWe have many years experience in creating award winning direct marketing programmes. At Segar Associates we can work with both agencies and clients to implement great direct marketing, sales promotion, or loyalty marketing programmes. We provide full marketing agency support services including:
Loyalty and Relationship Programme design and executionSegar Associates work with agencies and clients to build and run effective loyalty or relationship programmes. We work with our clients to agree a loyalty and relationship programme from concept to execution. We can help our clients build the loyalty programme processing into their internal systems or implement a bureau service for our client to host and run their programme including providing ongoing effectiveness research. We have experience in many varied loyalty and relationship programmes. From motor vehicle and retail customer retention programmes, to award winning MasterCard based loyalty programmes, and frequent flyer programmes including Air NZ Air Points.
Loyalty and Relationship Programme systems consultancySegar Associates Principals and consultants have built award winning loyalty programme management systems for a variety of clients including MasterCard, Air New Zealand, and Credit Unions of Australia. Our technical expertise, combined with loyalty programme management experience, provides a unique blend of skills unrivaled within any other Australasian consultancy. We can:
Online Database Hosting and Integrated MarketingSegar Associates bring state-of-the-art online marketing database technology Simplicity™, to our clients delivered through a web browser. This new technology begins where traditional Customer Relationship Management (CRM) and browser based technologies end, providing fast, reliable data management and deployment of sophisticated direct marketing programmes via a simple user interface. Simplicity™ brings the power of high end CRM to the desktop of all marketing users. Simplicity™ brings a quantum change in the price/performance/delivery equation, enabling high quality closed loop integrated marketing campaigns to become a reality for organisations that previously could not afford such technology. With Simplicity™, a client can provide CRM capability to internal users, Direct Marketing via mail, email, SMS and fax to customers and online data capture and consumer data interaction via the Internet. Segar Associates provide all the additional traditional support services to make any single media or integrated media campaign successful, including personalised colour digital printing, handling and data entry. Segar Associates provide Simplicity™ hosted or installed at a clients premises. Simplicity™ is available for short-term campaign rental or long-term enterprise wide deployment. Return to Index
Data Driven Web site developmentTraditionally web sites and e-marketing campaigns are built as standalone marketing activities with little or no intelligent interaction with the customer. They are designed primarily by creative people who do not fully understand database technology and therefore miss the opportunity to maximise their customers brand experience by adding value from knowledge already gained about that customer. This does not have to be the case. Segar Associates believe in data driven marketing. This includes taking agreed creative direction of traditional brand and direct marketing media and agencies and applying this to our clients web sites and e-marketing communications. Segar Associates understand that each customer interaction with a clients brand affects their brand – for better or worse. Segar Associates build web sites and e-marketing communications with one-to-one marketing top of mind using all the appropriate tools and data available, to not only deliver a great brand experience through intelligence held within the database, but to continue to build that intelligence and knowledge through ongoing communication. This design philosophy and use of Simplicity™ integrated marketing technology can make the difference between an average web experience and a great one.
Marketing Database bureau and professional servicesWe provide technical professional services to augment our clients in house or IT suppliers. Our team of IT professionals will provide resources to integrate your traditional direct marketing or net marketing strategies on our clients IT platforms or on our Application Service Supplier (ASP) servers.Should additional resources be required, we will contract and manage external resources to ensure that our clients have a single contact point.
Data Analysis/Data Mining We work with clients to analyse existing data to determine purchase trends. This work is critical to an on-going CRM marketing strategy and execution. From data analysis we can build segmentation strategies and formulate short term sales promotional campaigns and effective long term relationship marketing strategy. Using all available Demographic, Psychographic, Sales, Campaign we specialise in building: 1. RFM (recency / frequency / monetary) models to
2. Customer Value Models to determine customer value and answer the most fundamental of questions about your customer base..
3. Value Spectrum models from all segmentation and Customer Value Model analysis. 4. Predictive models to determine future customer behavior. Using our modeling techniques customer retention, acquisition, churn reduction, up sell and cross sell strategic and tactical programmes can be initiated and customer touchpoint business processes changed. Combined with powerful Single View, CRM, Analytics and Integrated Marketing campaign management software, a whole new dimension of data driven marketing can be undertaken with predictable results. Staff Key Performance Indicators (KPI) measurements can be set and continually reported upon. Automated event driven marketing and automated contact management can be undertaken. View the published Ad Media debate.
Closed Loop Net MarketingNet Marketing now truly delivers one-to-one marketing. Combining the best direct marketing techniques with the best web and email permission marketing, plus a powerful marketing database, brings us the next generation of e-marketing - closed loop net marketing. This is where all communications with a client can be captured electronically. For example, a promotion may use email, direct mail and direct response TV and press. Responses are channeled to a contact centre, email or a web page. All responses are tracked in real time against the campaign to allow the marketer to know instantly the status of any given promotion. Segar Associates' unique set of direct marketing, net and technical resources combine to provide superior closed loop net marketing. We can provide levels of service matched to our clients requirements. These include:
Net marketing is a critical element to any modern marketing mix, providing very cost effective delivery for both short term tactical and long term strategic marketing objectives.
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e-Commerce Consultancy e-Commerce means different things to different organisations. Should our client wish to:
Segar Associates has the experience to consult and project manage such change. Our principals and consultants have implemented very large award winning e-commerce systems for clients such as MasterCard International, Westpac, Microsoft and integrated contact centre and sales force systems for clients such as Fosters Brewing Group. Segar Associates understand the business and marketing drivers behind such change and can propose, project manage, and where required, assist in implementation. Return to Index
e-Commerce Implementation Successful e-Commerce implementation requires a mix of business, marketing and IT skills. They are, after all, another sales channel requiring a different mix of skills and resources to be successful. Segar Associates combine these for to provide our clients with resources for all stages of e-Commerce implementations. We can:
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