1. Winning the battle for share means winning the battle for high-value customers. OgilvyOne's own Loyalty Index (
see story by Jane Hodson) demonstrates that this holds true for virtually every brand, everywhere. So if your spend follows this learning, in other words, if you devote enough attention and resources to your high-value customers, you will definitely add value.
2. Companies that treat their customers better are more profitable. This relationship can also be proved using one of our tools, in this case, CMAT™, the Customer Management Scorecard (
see story by Williams and Woodcock) which clearly shows that companies who consider customer management to be a top-level priority usually score better.
So, if you would like to know how well your brand does compared to your competitors, or how well you treat your customers, or if you want to know how efficient your marketing is and where it can be improved, I suggest you
contact your local OgilvyOne office. Whatever your specific situation, if the whole topic of efficiencies and impact is of interest to you, you should hopefully find this issue of "Viewpoint" worth your while. Because that's what it is
all about.
