Guest Contributions

Provided by Antoin O Lachtnain, editor of NUA's Making It Work - August 2000
In this article, Antoin asserts that if systems like ERP and CRM are to be a business success then companies need to look at IT as an enabler and ensure that due emphasis is given to organisational aspects such as culture, learning, management reach etc..

A presentation provided by Dr. Kathy Keeling of Department of Computation and Manchester School of Management, UMIST. Autumn 2000.
It considers the challenges for designing systems for public access, in particular kiosk systems, and includes a quantitative method for evaluating their usefulness. It is based on research work sponsored by EPSRC.

Provided by Seth Godin, this is the first 4 chapters of his book which you can download and read off-line.
Selth Godin argues that mass advertising no longer works in a world where people are saturated with advertising messages. Apparently, on average we each see 3,000 advertising messages a day. Whilst a larger advertising budget does gain more retention and more sales, the effect is short-lived as ones competitors must do likewise. The result is a zero-sum game but at great expense. Only the advertising agencies gain. Godin outlines a marketing strategy that over time builds trust and relationship to the point that customers openly invite you to sell to them. Godin sees Permission Marketing as complementing Peppers' and Rogers' One to One Marketing.
You can order this book from Amazon or Barnes and Noble.

Submitted by B. Joseph Pine II and James H. Gilmore, April 1999
The Financial Services industry has no doubt thought itself a cut above manufacturing and mass production, but complacency is equally turning it into a mass services industry, delivered in a production line fashion at the lowest cost possible. First ATMs, and now call centres, are the automated machines of Financial Services. In this extract from their new book, Pine and Gilmore argue that if Financial Services are to survive, they must at least deliver memorable experiences and ultimately they should seek to transform the lives of their customers.

Submitted by Sorcha Ni hEilidhe, September 1998
This paper reflects on the recent Fletcher Research survey that shows UK banks are falling behind their US counterparts in addressing the needs of Generation X. Sorcha argues that banks need to develop personalities so as to develop sophisticated relationships with customers as opposed to delivering me-to services.

Submitted by Don Peppers and Martha Rogers, Ph.D., July 1998
In this paper, the world's foremost authorities on One to One Marketing, describe how some of America's leading service companies are building lasting and profitable customer relationships. Read how:
- American Finance and Investment personalises in-bound calling scripts.
- Sky Alland captures and acts on customer phone conversations on behalf of Mitsubishi.

Submitted by Abram, Hawkes plc, May1998
In this research study, a quantitative analysis of 40 financial services companies, we have sought to:
- Identify the extent to which such companies recognise the term relationship marketing, and its perceived benefits.
- Understand the practices underlying the concept.
- Gain insight into the progress being achieved, and any barriers to progress.