Callcredit Information Group

Callcredit Information Group

May 17, 2012 01:00 ET

Callcredit White Paper Urges Brands to Reinvent Their Customer Lifecycle

LEEDS, UNITED KINGDOM--(Marketwire - May 17, 2012) - Brands that adopt a 'customer lifecycle' approach to their marketing campaigns can expect a better return on their investment than those that do not, according to a new white paper from direct marketing experts Callcredit Information Group.

The white paper, Reinventing the Customer Lifecycle, is written by Paul Kennedy, head of consulting at Callcredit Marketing Solutions. In it, he explores how adopting a defined programme of ongoing customer communications - rather than taking a product-led, campaign-by-campaign approach - can drive better customer engagement, improve retention rates and increase revenue flows.

He also highlights how customer decision-making has changed over the last few years, driven by the economic squeeze and the rise of comparison sites and social networking. He explains that only a minority of brands have adapted to these changes by introducing lifecycle programmes, and that a more sophisticated approach is needed to deliver above-average returns; incorporating both online and offline behaviours and combining multiple channels - such as targeted email marketing, mobile marketing and outbound contact centre programmes with traditional mailing list activity.

Paul Kennedy said: "The customer lifecycle concept is a familiar one for many marketers, but many brands in the UK continue to rely on campaigns based largely on promoting selected product lines, rather than the individual needs and interests of their customers.

"This white paper makes the case that, by considering a customer's interaction with a brand over time, identifying the most crucial interaction points and designing a programme of content to engage consumers at every trigger, brands can enjoy significant benefits, including better retention rates and increased revenues."

The white paper is in five sections and is available for download from the Callcredit website at:

About Callcredit Information Group -

Callcredit Information Group's leading approach to deploying consumer information brings together experts across the fields of credit referencing, marketing services, interactive solutions and consultative analytics to provide businesses and consumers with a range of innovative products and services.

In a first for UK consumers, Callcredit recently launched Noddle (, a service that offers people free access to their personal monthly credit reports for life.

Callcredit's business solutions are designed to help companies discover new customers and improve their engagement with existing customers. Products include award-winning fraud verification tools, consumer marketing data and segmentation to improve customer understanding, global operations to help expand businesses into new markets, and digital / interactive solutions.

Callcredit also offers credit risk and affordability products, bespoke debt recovery and tracing tools, and market analysis and network planning for a range of sectors.

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