BIRMINGHAM, Mich., March 4 /PRNewswire/ -- The Faneuil Group's automotive consulting practice focuses on how clients can better find, track and target prospective customers in today's highly competitive car and truck market.
The company also specializes in customer care and customer retention programs.
Headquartered in Boston, The Faneuil Group has now opened a Detroit-area office in Birmingham, Michigan, led by two veterans of the automotive market -- Carl D. Harlow and Bill Royce. Harlow is senior vice president, and Royce is senior manager, client services. Both formerly worked at Urban Science Applications in Detroit and have extensive experience in providing automotive manufacturers with programs designed to make better decisions.
Also assigned to the Detroit office is Sarah Coyle, an account executive and four-year veteran of Faneuil.
Supplementing the Detroit-based team is Joe Rando in Boston, vice president of business development, who for four years has focused on the automotive industry.
The automotive landscape is full of consultants, but Harlow says that The Faneuil Group's approach is unique. "We serve not only as consultants, but as catalysts for change," Harlow said. "We provide not merely numbers or data but a strategic navigation system for our clients to make the correct marketing and customer care decisions. Then, we help them implement those decisions."
Said Royce, "Too often, automotive clients are talking about customer care, but they're not really living it. They have to live it to improve the profit equation, and our job is to help them integrate all the pieces."
Using a variety of data sources, The Faneuil Group custom designs information systems to get clients in touch with their customers and keep them in touch.
The Faneuil Group was founded in 1987 and employs more than 800 people in offices in 11 cities around the U.S. and Canada. Overall, Faneuil focuses on clients in key business sectors, including telecommunications, financial services, utilities and automotive.
The company operates five "call centers" in North America. The call centers are the fundamental link between Faneuil's clients and the clients' customers. Using data provided by the car or truck manufacturers, for example, the Faneuil call center operators contact customers to determine their satisfaction with the vehicle they've recently purchased or had serviced.
In the Chicago call center alone, operators make as many as 400,000 calls per month.
With the information collected by The Faneuil Group's call centers, manufacturers or car dealers can quickly discern patterns of satisfaction or dissatisfaction among the customer base.
"The kind of information that Faneuil collects is invaluable for our clients," said Coyle, who added that the telephone centers take incoming customer calls, as well. "It provides direct feedback to the client from the customer and adds additional information to our knowledge base."
Representative clients of The Faneuil Group include Nissan, Infiniti, Bell Atlantic, Prime Option, Federal Express, Ford Motor Co., Prudential Insurance and Chevron, Land Rover, Saab and Firestone.
In addition to customer care programs, The Faneuil Group's Precision Integrated Marketing Systems(TM) program contains five components that enable clients to find and track customers, analyze business conditions; customize their marketing programs; interact with customers or prospects, and measure and adapt business strategies accordingly.
To find and track customers and prospects, The Faneuil Group organizes a team of data management and research specialists who create and maintain a database containing information on the targeted audience. Information on the customers and prospects is obtained from the Faneuil client, from multiple external sources and through customer/prospect surveys. The integration of these data sources is unique to The Faneuil Group among automotive consultants.
The result of these activities is the most powerful and actionable marketing system in the auto industry, Harlow said.
Once the target audience(s) is defined, appealing messages are tailored for each segment(s). The most appropriate media -- typically direct mail, telephone contacts, the Internet, mass media or some combination of them -- is selected to deliver the message.
Customers and prospects either call a 1-800 telephone number or are contacted by telephone to exchange information. During this contact, more information may be collected on the customer/prospect. This information is then fed into the database to more carefully refine customer-prospect profiles.
A "continuous loop" of information collecting/providing between the customer/prospect and the Faneuil client is formed.
The effectiveness of Precision Integrated Marketing System(TM) is measured both during and after all campaigns. Each campaign is then fine-tuned for maximum impact and efficiency.
"This is a proven system for effective marketing," says Harlow. "Dollar for dollar, the Precision Integrated Marketing System is a cost- effective, targeted method for improving customer satisfaction, customer retention and for attaining new customers. Why? Because it is a truly needs-driven marketing approach."
Faneuil's services are designed to build efficient marketing campaigns which:
* Reduce the cost of acquiring customers.
* Increase retention through customer satisfaction programs.
* Improve the productivity of the sales force.
* Assess the effectiveness of media programs.
* Foster an atmosphere for needs-based marketing.
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/CONTACT: Jack A. Seamonds of Franco Public Relations Group, 313-567-5005/
CO: The Faneuil Group ST: Michigan IN: AUT SU:
KA -- DEM010 -- 9377 03/04/96 11:34 EST
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