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Poll reveals customer loyalty is still SF for more than half of companies

Less than half of the Romanian companies currently use a customer loyalty scheme, according to a poll amongst more than 100 local major companies.

2016-03-10 15:54:41 - by Bogdan Tudorache

The survey was conducted by CloudBiz, a regional marketing technology agency that delivers successful end-to-end customer loyalty management in SE and central Europe and Predicta, a leading provider of predictive analytic solutions in Greece and the Balkans.

The customer retention programs have become a strategic priority for the companies seeking to exploit the economic recovery and recent boom, on a very competitive and crowded market, though.
More precisely, 48% of the companies questioned indicated they have such a loyalty scheme, and 57% of them said this has been in place for more than 4 years. However, 28% of the companies confirming a loyalty scheme said the performance was poor, 28% said excellent and for the rest is was rated as "good".

As of the 52% respondents which said they don't have a loyalty scheme in place, the main reasons were scarcity of the marketing budget (33%) and the belief that there's no need for such incentive in their business vertical (22%). That said, more than two thirds of them said they are looking to invest in a customer relationship management system, for various reasons: increase customer retention (72% of the respondents not using a CRM system), increase sales (72%), increase brand awareness (50%) and several others.

"As the market is becoming ever more crowded and the demand more hectic and abrupt in changing, it is obvious that any business is becoming increasingly aware that customer retention is a must. But how would you know to whom you should address the next marketing campaign, and what you should propose so your offer looks attractive from the beginning? Would you rely on the hazard of the human memory or would you put your stake on a long-tested software?", said Vagelis Karalis, Cloudbiz CEO.
Cloudbiz is acting in 8 countries, delivering successful end-to-end customer loyalty management. Through its expertise in customer engagement strategy and tailor made technology solutions CLOUDBIZ helps global brands build unique long-term relationships with their customers. Romania is also on the list, with already a major customer here, Marks & Spencer.

Philippos Paschentis, CEO of Predicta commented "Big Data & Analytics are the heaviest buzzwords in today's wider business area, which more than ever depends on relevant advanced IT technologies. Customer centricity is every marketer's ambition. Organizations across all industries have been investing for the last couple of decades in all sorts of operational systems, through which large volumes of data – relevant to different aspects of day-to-day business activity – are gathered. Customer Analytics unlocks the valuable insights hidden in the masses of information available to every organization nowadays, completing this initiative's investment cycle, and therefore facilitating and maximizing ROI".

Predicta, leading provider of Predictive Analytics Solutions in Greece and the Balkans, offers internationally recognized analytical solutions in Business Analytics that combine the expertise of highly experienced consultants and analysts with the effective methodology and technology that is integrated in their software.

Another finding of the poll is that 34% of the questioned companies said they are not using any type of CRM system at all, while 33% said they have a custom, internally developed solution. Only a third of the respondents said they have a branded CRM solution.

When it comes to how customers are being approached, all respondents indicated the e-mail as primary channel, followed by social media and call centres.

The poll was conducted during January – February 2016 on a representative sample of business leaders, of which 56% hold a Bachelor of Science, 39% have a Master/MBA and 5% are PhDs. 65% of the respondents have a professional experience exceeding 10 years.


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