Contact ManagementExcellent ExecutionJune 2018 IssueOperations and Logistics

Home, now more than ever, for the call centres

By Brendan Read Direct marketers looking for ways to cut call centre costs and improve performance may find the answer is right at home, with home-based call centre agents as in-house employees or outsourced. I wrote that opening sentence in “Home for the call centres” published in the August 2005 …

READ MORE →
Direct MailJune 2018 Issue

How a security system supplier maximized its mail marketing programme

Customer segmentation and market sector mapping are key By Jim Green No matter how safe your community is families are always willing to do a little more to get some extra peace of mind. That’s why so many families install alarm systems in their homes, but while they want to …

READ MORE →
Direct MailJune 2018 Issue

New Canada Post vision must find right balance

By John Leonard         Earlier this year, the federal government put forth some admirable concepts around Canada Post: A new vision focused on serving Canadians; Concrete actions in five areas that provide a new foundation for renewal; and Priorities for implementing renewal. The government review identified various …

READ MORE →
Direct MailJune 2018 Issue

Conjoint analysis: The next generation of direct mail testing

By Art Hall My volume is shrinking, my response is eroding and my resources are dwindling with each passing year. How do I keep the test pipeline producing winners against the headwinds of all these economic pressures?” All too often I hear marketers raise these concerns and ask this question. …

READ MORE →
Direct MailJune 2018 Issue

How to do direct mail right

By Shelbi Grove Trends come and go, like vine videos and bell bottom jeans. But some trends hold strong; a prime example of this is direct mail marketing, now known as Smartmail Marketing from Canada Post. In fact, according to recent studies, direct mail could be considered a superior form …

READ MORE →
Direct MailJune 2018 Issue

Getting the most from direct mail campaigns

By Cynthia Reynolds Most marketers know that direct mail is a powerful driver of customer action. But how do you get the most out of it? How do you ensure that you are maximizing its value so that it is working hard to lift your in-store traffic, drive online sales …

READ MORE →
June 2018 IssueLocation-based Marketing

Geolocation changes marketing

By Robert Szyngiel What do Starbucks, Whole Foods, Taco Bell and L’Oreal have in common? They are among the first wave of brands to dip their toes into the geolocation pool. By recognizing the power of location as a strategic marketing tool, these companies have demonstrated that it can be …

READ MORE →
Applied AICustomer CentricityJune 2018 Issue

Enhancing the customer contact experience with AI

By Yishay Carmiel The federal government is betting big on artificial intelligence (AI), with the goal of making Canada a world-leading destination for companies seeking to invest in AI and innovation. Last year it announced that it was spending $125 million on launching the Pan-Canadian Artificial Intelligence Strategy, delivered through …

READ MORE →