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Mining Your Customer Data

Datamining for Silver Customers   Are you sitting on a silver mine? Many organisations know a lot more about their customers than they realise. "The problem is not having enough data - it's a question of doing something with it, "says Dr Nicola Stanley (Managing Director of Silver Dialogue - a research and communications consultancy). "How many individuals would put money in a current account, rather than raking in interest elsewhere? It's the same with data. Companies today hold increasing amounts of valuable information about their customers, but it can be left on the shelf. Our mission is to mine those nuggets of insight buried deep within an organisation."
Moderating dialogue between silver customers!
For further information contact Silver Dialogue on 01933 654294 or e-mail.

It's common for customer data to reside in so many different places that it becomes unusable.The sheer scale of the problem tends to induce a kind of analysis paralysis. The skill lies, through working closely with clients, in teasing out the customer insights from the information already held rather than setting up a research plan to deliver still more. These nuggets often amaze clients and can immediately help guide marketing and communication plans.

First, Silver Dialogue carries out an initial audit of customer information held, then works with clients to identify and prioritise gaps in their customer understanding. The strength of connection between its customers and products/services dictates how companies can build brands and products that enjoy enhanced customer loyalty and attract a higher price premium than those of the competition.

Non-profit organisations such as charities also benefit from building brands around the causes they represent and the services they can provide - enhancing their appeal to potential donor and sponsor organisations.

Silver Dialogue's client list is varied, including projects with St Martin-in-the-Fields, Simply Red, Connexions-Northamptonshire and PG Tips. Its success is based on two key factors: its broad-ranging offer and its experience in applying research findings in the areas of communications, innovation, brand building, social responsibility and sponsorship.

This year Silver Dialogue has extended its portfolio to include two new unique services: Silver Survey, a cost-effective and tailor-made approach to web site surveys, and Silver Connect, - a customised mobile research studio built into a silver double-decker bus for conducting interviews with the public anywhere in the UK and European Mainland.

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