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Trust - A strategic tool for the management of customer data

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Thom. Poole
Thom. Poole

Presentation to the ETDC - July 2004

BusinessTechnologie
1 von 34
Trust! a strategic tool in the management of customer data Thom Poole Head of Portal Customer Interaction
Trust! A strategic tool for the management of customer data Thom Poole July 2004
agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],INTRODUCTION
Thom Poole ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],INTRODUCTION
commercial environment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],INTRODUCTION
data privacy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1 © Thom Poole 2004
 
 
 
data privacy ,[object Object],[object Object],[object Object],[object Object],[object Object],DATA PRIVACY
data privacy – noise! Remember this? A linear model of communication (based on Schramm (1995) and Shannon & Weaver (1962) – from Fill (1999)) DATA PRIVACY
data privacy – the spam debate ,[object Object],[object Object],[object Object],Results of an online survey by the Marketing Society, 2003 DATA PRIVACY
friendship = trust ,[object Object],[object Object],© Thom Poole 2004 2
friendship = trust ,[object Object],[object Object],[object Object],Trust-focused value chain (adapted from Porter, 1998) TRUST
trust lifecycle TRUST trust 0 time
asymmetric information flow Spremann, 2001 TRUST
trust in marketing ,[object Object],[object Object],3 © Thom Poole 20034
trust in marketing ,[object Object],[object Object],[object Object],TRUST IN MARKETING
trust in marketing, cont… ,[object Object],[object Object],Niall FitzGerald, Chairman of Unilever at the Advertising Association, May 2001
trust in marketing, cont… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(Nakra, 2001) TRUST IN MARKETING
trust in marketing – trusted brands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],TRUST IN MARKETING
trust in account management ,[object Object],[object Object],4 © Thom Poole 2004
trust in b2b account management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Joanne Lynch & Leslie de Chernatony, 2003
ethical account management ,[object Object],[object Object],[object Object],[object Object],[object Object],TRUST IN ACCOUNT MANAGEMENT
procurement behaviour low high high procurement skills business skills butterfly buyers strategic purchasing professionals order takers rottweiler buyers buy on value buy on cost buy on price TRUST IN ACCOUNT MANAGEMENT
the competitive advantage of trust ,[object Object],[object Object],5 © Thom Poole 2004
the marketing art of the opt-in ,[object Object],[object Object],[object Object],[object Object],COMPETITIVE ADVANTAGE
getting your nose in front … COMPETITIVE ADVANTAGE
… but so is everyone else! COMPETITIVE ADVANTAGE
local advantage COMPETITIVE ADVANTAGE local customers employees local competitors
work quality COMPETITIVE ADVANTAGE
summary 6 © Thom Poole 2004
summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SUMMARY
Thom Poole Head of Portal Customer Interaction [email_address] adding value to your strategic partnerships © Thom Poole 2004 All rights reserved thank you

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