Month: November 2010

Pete Atherton, managing director of The Next Door, argues that falling season ticket sales and activist fan groups highlight the need for football clubs to develop effective CRM programmes. Imagine a brand that is adored by its customers, conjuring almost cultish passion. A brand that is discussed and dreamt about almost every hour of the […]

Mark Thomson, media director at Royal Mail, argues that transactional mail provides financial services organisations the opportunity to engender loyalty. Most marketers would agree that building customer loyalty is an ongoing battle, and one that they must win if their brand is to prosper. But how can they go about creating loyal customers to ensure […]