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What makes us different?
Many practitioners can claim to understand
customer relationship management, while others understand the technology
needed to drive it.
Few, however, can claim to understand all
both disciplines. Segar Associates do. What’s more, we also understand
the business issues involved in customer relationship marketing
implementation. It is this breadth of understanding that makes us
unique.
As a result, our clients enjoy significant
advantages. That’s because many (if not most) customer relationship
management campaigns that fall short of expectations do so because of
a lack of integration.
For example, we have seen campaigns driven
primarily by IT considerations. Typically, the software is impressive,
the hardware costly, and the company’s internal processes poorly
equipped to deliver on the potential offered by either.
In addition, the marketing department is
often frustrated because the system is not designed for the marketing
programmes they want, or the cost of the technology is so high that
not enough remains to develop effective marketing programmes.
Similarly, without sufficient attention
paid to IT – the technology frequently is unable to deliver on the
promises made to customers.
Because we understand the technology,
marketing and business issues involved, Segar Associates is uniquely
placed to help clients steer their way through the issues surrounding
a customer relationship management implementation.
Typically, we define the business issues
before developing solutions, and work closely with the teams within
the organisation (such as Marketing, Sales and IT) to ensure that
achievable objectives and strategies are agreed on, and that these
will be delivered for the least cost.
We can also recommend
the appropriate technology – in many instances, the most expensive is
not necessarily the best, as few companies need all the bells and
whistles to achieve their marketing goals.
We
understand Customer Relationship Management (CRM)
Contrary to popular CRM belief, we
understand that successful organisations
do not manage their customers, their customers manage them.
CRM is a business
strategy, not a technology.
Our Principals have developed Australasia's
most successful and awarded CRM product, and have implemented
diverse CRM, Contact centre and marketing systems for clients such as MasterCard, IIR, Fosters Brewing
Group, Sydney Olympics, Toyota and RD1.COM.
However, we are now totally independent
of any product or service, and as such can use our experience to
assist our clients in defining, evaluating and implementing CRM that
is appropriate for their budget and requirements.
We understand CRM.
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We
understand Direct Marketing
Andrew Segar was a
major shareholder and executive director of NZ's largest independent
direct marketing advertising agency of the mid 90's - Pearson Davis.
Our Principals were both awarded
account directors, strategists and awarded database marketers,
providing the database services for the direct marketing. We all
know the importance of targeting and data accuracy in direct
marketing.
We
understand direct marketing.
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We
understand e-Commerce
Our Principals have
implemented award winning e-commerce
systems for MasterCard, from providing the data strategy through to
implementing the system.
This system recognised
which country the customer was either calling from or browsing from,
and provided product pricing, copy and delivery details specific to
that country. The product order was then fulfilled by the
supplier of that product - all electronically.
We
understand e-Commerce.
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We understand Closed
Loop Marketing
Our bridging of IT and Marketing allows us to advise on true closed
loop marketing strategies.
Few organizations can offer this knowledge
as most only understand one facet of direct marketing,
IT, Net or Sales Force/Call Centre.
We understand all and have major
credentials and
awards in each area.
We understand closed loop marketing.
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We understand
Technology
Our key people have a
unique background in both IT and Marketing. Each
Principal has been an IT manager of at
least one multinational organisation as well as a professional
software developer. Each has a tertiary computer science
qualification.
We understand the
various hardware technologies in use for CRM, sales force and contact
centre, where they fit and the benefits of each.
We are skilled
software developers on a host of platforms including Microsoft's
revolutionary .net (ASP.net and VB.net).
We have written a host
of large systems including the Brains CRM product.
We have implemented
major direct marketing, sales force and contact centre systems as well
as a host of non marketing systems in a variety of countries.
We understand technology.
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We understand Loyalty
and Relationship Marketing
Our Principals have a
decade of experience in Loyalty and Relationship programmes, from
early award winning direct marketing work, for clients such as Saks and
Holden, to our recent award winning work for clients such as Credit
Unions of Australia and MasterCard International.
We understand
and can consult on both strategic development of a loyalty and
relationship programme and the systems required to provide such a
programme. More importantly, because we understand both the
strategic and technical requirements for running such a programme we
can consult on the best programme for the best cost.
We
understand Loyalty and Relationship Marketing.
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Independence
Segar Associates
is completely independent. Unlike most consulting firms,
Segar Associates
do not have any preferred agency relationships or product distribution
agreements.
Our advice and
recommendations are not prejudiced by our own product margins or
strategic relationships, but on what we believe is best for our
client.
We
are Independent.
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Leadership in both Marketing and IT
Having shared in and developed NZ’s largest independent advertising
agency and Australasia's most successful CRM product,
Segar Associates' Principals
are the well qualified to provide impartial strategic and tactical
data marketing knowledge.
In addition our Principals co-founded one of
Australasia's most
successful Loyalty Programme management companies, Global Loyalty Pty Ltd. Global's
client list includes MasterCard, Westpac and Credit Unions of
Australia.
Consequently we have an
in-depth understanding of loyalty marketing and fulfillment. Our
MasterCard and Credit Unions of Australia loyalty programmes have both
received Saatchi and Saatchi Nexus Gold awards.
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We speak
both Marketing and IT
Segar Associates
can talk to agency and marketers in their language and talk to IT in
their language, interpreting each others requirements and issues. Our
Principals have won both Direct Marketing Grand Prix and Nexus
Technology awards.
Do your consultants truly understand
both?
This is our greatest strength,
and something that truly sets us apart from our competitors.
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More appropriate and efficient project management and procurement
Where our clients require new systems to augment existing systems, our
prior experience as a software vendor and advertising agency means we are uniquely
placed to write requests for proposals (RFP’s), identify appropriate
respondents, and assist with contract and project negotiations.
We
are aware of the tricks, having in depth project management
experience as both a client and vendor.
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We deliver next generation integrated marketing technology
Segar Associates
understand integrated marketing and provide a range of services,
including the next generation integrated marketing and customer
relationship management (CRM) tool
Simplicity™, to deliver
marketing capabilities
to our customers at a price previously never possible.
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Intelligent E-Marketing
and Web Site development
Most web
sites are built without maximising the potential of available data to
enhance their customers experience.
Segar Associates build web sites and e-marketing
campaigns to take advantage of all
customer intelligence that is available to create true one to one
marketing and to enhance the brand experience of each customer
visiting that site or receiving an email.
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Superior data cleansing and enhancing tools
From our many years
providing direct marketing services to both agencies and clients, we
have developed a series of world class data cleansing tools.
These are outlined in our
Services section
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