Jim Wheaton

Jim Wheaton
Customer Data Mining

Customer data mining is a complex process that involves highly trained professionals. Some companies handle data mining in house, while others farm it out, and still others follow a hybrid solution. Which option is right for you? Here are some factors to consider when you’re making this difficult decision. What Can You Afford? Most mid-size to large direct marketers have an in-house data mining department to handle at least some of the analytics work. They feel it’s important to have total control of this critical function, and for the data miners to be continuously steeped in the business. Also, the cost of an in-house staff can

How to Evaluate Service Bureaus (1,440 words)

By Jim Wheaton I participated in a comprehensive evaluation of service bureau capabilities back in 1986, and then again last year. Last year, I wrote a Request For Proposal for a client and received nine written responses from service bureaus. The participating bureaus represented a complete spectrum, from the largest organizations to a couple of regional niche players. Ultimately, we interviewed four companies and invited three to participate in a test job. 1986 vs. 2000 It was fascinating to witness the changes that have transpired in the intervening 14 years. Data and reports, for example, generally now are transferred electronically and often

Internet Special Report - Working the Phone as a CRM Tool (1,58

By Jim Wheaton and Mark Harjes 7 Rules FOR PROSPECT and Customer Relationship Management in a Call Center Environment Successful Prospect and Customer Relationship Management (P/CRM) requires the coordinated leveraging of multiple communications channels. With this in mind, consider the following seven guidelines for taking maximum advantage of inbound and outbound call centers as part of your overall CRM program. 1. Even when prospecting, tailor the screen script to the target audience. Generally, prospect universes are comprised of distinct subsets. In many vertical industries, one group will have a high propensity to respond but, having converted to customer status, will generate modest long-term

Working the Phone as a CRM Tool (1,572 words)

by Jim Wheaton and Mark Harjes Successful Prospect and Customer Relationship Management (P/CRM) requires the coordinated leveraging of multiple communications channels. With this in mind, consider the following seven guidelines for taking maximum advantage of inbound and outbound call centers as part of your overall CRM program. 1. Even when prospecting, tailor the screen script to the target audience. Generally, prospect universes are comprised of distinct subsets. In many vertical industries, one group will have a high propensity to respond but, having converted to customer status, will generate modest long-term value. Conversely, a second group will be less likely to respond but, once