Thursday, January 14, 2016

Customer Relationship Management & Retailing: The Customer Centricity Index

Very few consulting groups are able to match customer relationship management, loyalty reward program and retail sales performance effectively. Dunnhumby is one of them. They designed a while ago the loyalty reward program of Tesco in the UK, which has been considered for the longest time as an example in the retail business.

Dunnhumby has developped a new approach named Customer Centricity Index, which is designed to give clear data on how retailers perform in their market in terms of customer relationship.

The approach has been designed on a spectrum of 25 banners, on a 5000 people sample. 

This is hence a good tool for a marketer to analyze how to improve its customer relationship strategy, but also to see how those improvements impact sales.