DAEMON QUEST - José María Manzanedo

Companies fail in Customer Obtainment Strategies

Wed, 18 Oct 2006 18:06:27 +0200

A Daemon Quest study reveals that only 12% of companies know how to select their target audience.

Managing customers is a task every company faces, but doing it correctly, with the proper previous planning, is something that very few can claim to do well. This is shown by a recent Daemon Quest survey among more than 200 high-level directors from General Management, Sales Management, and Marketing Management at some of the foremost Spanish companies.

A high percentage of companies lack specific plans and strategies for Customer Obtainment, which noticeably affects aspects such as the proper use of available sales resources, the performance of marketing campaigns and, above all, the company’s profitability. The results of the survey show, among other aspects, that the problems in this field derive from sensitive existing shortcomings in defining and segmenting a company’s customers.

Why do clients leave us?

Fri, 17 Jun 2005 16:37:51 +0200

Although the majority of companies admit that client knowledge is a key to improving results, the main problem they face is what to do with the information they have available. A study of the multinational company Teradata titled “Customer Valuation Gap Survey”, carried out among close to 200 directors of large companies, points out that up to 44% of those surveyed felt incapable of taking advantage of the information they have in order to estimate their client’s value.

For the majority of the directors, the problem is not only obtaining valid information, but rather what to do with it in order to advance their knowledge of their clients. On this point, organizations face a diverse number of problems. The most severe are the budget limitations. After that comes the lack of information and analytical abilities of employees, followed by the presence of duplicate data.

How much information is generated in the world?

Sat, 03 Apr 2004 19:18:43 +0200

Can we quantify all the information produced in the world in one year? Professors Peter Lyman and Hal Varian, of the Berkley School of Information Management and Systems (UCLA), think the answer is yes. Their study, "How much information? 2003", puts a number on what is already evident to the majority of companies: society produces such an excess of information -in 2002 alone, the amount was double that of 1999- that it is practically impossible to process it in a useful way.

Some data

• Each one of the 6.3 billion inhabitants of the planet produced an average of 800 megabytes of information in 2002.
• The United States is the absolute leader in information production: it generates close to 40% of the what is produced in the entire world.
• New supports are replacing the old classic ones. While the use of film went down 2.6% between 1999 and 2002, the use of magnetic and optic supports shot up by 80% and 90%, respectively.
• Internet is the fastest-growing information medium in history. Despite its youth, it is already the second channel of worldwide information, with 532.897 terabytes.
• Information, while it is tremendously valuable, is also an ephemeral ingredient. That’s what can be deduced from the importance of the telephone all over the world. During 2002, telephone lines served as a channel for 17.3 million terabytes of information, the majority of which were unique…and don’t exist anymore. The greater part of Internet information is in the form of e-mail: 440.606 terabytes of information in 2002.