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THE CHANGING FACE OF DEMOGRAPHIC PROFILING
Demographic profiling could be described as the engine room of the Direct Marketing industry. The demographic code attached to every postcode and output area in the UK reveals the most likely characteristics of the people who live there, therefore making it possible to segment your market to make sure you are targeting your message at the right audience for maximum response with minimum wastage.
When demographic profiling was in its infancy, the information that makes up the codes could only be obtained from a limited number of sources such as the electoral roll and national census. Over the years, however, massive consumer questionnaires and the sharing of data have transformed demographic profiling into big business with any number of specialist coding companies providing more detailed and accurate information on individual households than ever before.
Demographic profiling did not become widely available to organisations such as DDL Group until the early nineties, so we had to take an innovative approach to gathering the necessary information that would ensure the best solutions for our clients. For example, one of our earliest projects was to create a specific mailing list for a new up-market car dealer looking for potential customers in the Preston area.
As there was no coding data available at that time, DDL Director Peter Watson spent several evenings driving around the suburbs of Preston noting the addresses of houses with BMW and Mercedes cars in the driveway – a simple but effective method of pinpointing those who might be able to afford upgrading to a new model based on the price band of their houses.
The resultant mailing was a complete success and the client was overjoyed at the vast increase in sales. |
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It may have become somewhat of a corporate cliché, but our people really ARE our most valuable asset at DDL.
Staff retention is key to the continuing success of our business because of the high premium placed on the benefit of staff continuity by our clients. Experience counts and, for DDL clients, that means the reassurance and comfort of dealing with people who really understand their business with time-served product knowledge that is truly second to none. That’s why, from day one, we have always made it our priority to provide the best possible working environment for staff at every level with the emphasis on continuous training and personal development to help every employee realise their potential and be the best they can be – an approach recognised by the award of Investor in People status in December 2000.
An essential part of this is our policy of promotion from within, and there could be no better example than the story of Senior Account Manager Julie Walsh. Julie started working with DDL as a temporary call centre operative in November 1993, joining us as a permanent member of staff the following June. A little over a year later, her appointment as Call Centre Supervisor began a series of promotions within different departments until setting her sights on an Account Management role in 1998. After 8 years of training and learning on the job, Julie was appointed Senior Account Manager in 2006 with overall responsibility for many of DDL Group’s major accounts.
“What’s the best thing about working here? I love working with clients and coming up with solutions – but, most of all, it’s the great team spirit and friendly, relaxed atmosphere that really makes the difference at DDL.”
Thanks, Julie ... we couldn’t have put it better ourselves!
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The sky’s the limit at DDL
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Julie Walsh Senior Account Manager
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Earlier this year, DDL Group became the first company in our business sector to achieve the Customer First Standard.
Customer First is the recognised national standard for customer service. It is awarded to organisations who can demonstrate their commitment to customer service excellence by meeting the strict criteria required for accreditation over a prolonged period of independent assessment. Typically, this takes an average of 10 months, but DDL Group achieved the award in less than seven!
The Customer First approach offers a proven methodology to help organisations such as DDL establish a truly customer-oriented culture while building teams within and across departments to ensure the day-to-day delivery of exceptional customer service.
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DDL Group Awarded Customer First Standard |
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Organisations achieving the award are entitled to display the Customer First ® registered Certification Mark on all customer communications and are reviewed every two years to make sure they are still meeting the standards required to retain their accredited status.
Details of these standards – known as the ’32 Statements’ – can be viewed on the Customer First website www.customerfirst.org together with hard evidence of the benefits the Customer First Standard is now bringing to hundreds of organisations across the UK.
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Autumn 2008 |
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Issue 1 |