As you will see in the Microsoft Case Study we have a proven customer relationship marketing (CRM) process and methodology you can leverage to achieving consistent double-digit response rates.

Implementing the 3-Step Process helps you achieve relevance by providing value as defined by the individual customer, based on their self-profiled, opt-in preferences.

It also enables you to operationalize the experience of relevance for each customer; offering the right message, to the right person, at the right time, via the right media mix.

Step 1: Know More About Your Customer's Needs

Voice of Customer Relationship Marketing employs a specialized Voice of Customer (VOC) research process which ensures truly customer-driven implementation of your opt-in programs and integrated multichannel programs.

Over the course of more than 4,500 hours of VOC research interviews, we have learned insights such as:

• "A true relationship" means two-way communication!"
• "An opt-in relationship would be a huge competitive differentiator!"
• "Blogs can most closely emulate the sense of community built during in-person interactions."
• "The fastest way to be forgotten is to buy."
• "When you tell me to go to the web, what I hear is 'Go... help yourself.'"
• "Value of your marketing materials? One garbage can per day - 2 feet by 16 inches."
• "Mail should be specific to my role, to what I do all day long."

Suggest that you use the VOC Relationship Research process to help you build the customer-driven foundation for your opt-in programs.

Step 2: Engage Customers in Meaningful Consensual Marketing Opt-In Relationships

Traditional "Spray and Pray" isn't working. Opting-out seems to be the norm. Seventy-six percent of all US adults have registered for the National Do-Not-Call (DNC) Registry. More than 120 million phone numbers are listed on the DNC.

Don't settle for "permission" as the solution. There is a vast difference between "permission," and the Opt-In Customer Relationship Marketing process. The difference is; passive acceptance versus active participation in defining a relationship. You want to encourage your customers to define their individual preferences and requirements, and populate the opt-in database with their self-profiled information.

This data enables you to respond to the unique requirements of individual customers by understanding what they expect of you and how to leverage the dimension of time to sustain the value and relevance you provide your customers.

Step 3: Improve the Effectiveness of Your Integrated Multichannel Mix

Integrated Direct Marketing (IDM®) is a process for the precision timing and synchronization of multiple media and channels per opt-in preferences. It leverages the power of precision integration of traditional and digital media and channels.

Now, let's take a look at a case study which shows you how Microsoft used the 3-Step Process. Please click here.

3-Step Voice of Customer Relationship Marketing® is a registered trademark of ERDM