Notre philosophie

dunnhumby on...relevant communications is the second in dunnhumby’s series of White Papers. It outlines the approach that we think companies should be taking to creating great communications create value for them and for customers.

The question we and the companies we work with continually face is: how do we build their preference for our brand? How do we make sure that when they are at that point of decision they choose our brand?

We believe that it begins with offering relevance to customers - by giving them products and services that meet their wants, needs and expectations. It requires a commitment to engaging the customer on the basis of what is best for the customer - not what is best for the brand.

This paper covers one of the key ways to engage customers effectively - relevant communications. It is rooted in our experience of touching the lives of more than 350 million customers globally with a relevant offer, working with some of the world’s biggest brands. It presents a vision where you put the customer first in the communication process, so that your brand will become their first choice.

Communications as a principle is neither good or bad - it is how you use and create them that determines their success. In dunnhumby on… relevant communications, we show you how relevant communications can deliver for the customer, and therefore for your brand.

Scoring Points, c’est l’histoire extraordinaire, jusqu’alors jamais révélée, relative à la conception, au lancement et au développement de la Clubcard. Clive Humby et Terry Hunt, deux acteurs de premier plan à l’origine de la métamorphose spectaculaire de Tesco, et Tim Phillips, écrivain d'entreprise célèbre et personnalité de la télévision, nous dévoilent les coulisses de la Clubcard : succès, échec et les leçons inestimables apprises.

Lancée en 1995, la Clubcard de Tesco est le programme de fidélisation le plus réussi du monde qui a transformé depuis les relations de Tesco avec ses clients. Aujourd’hui, ce dernier est non seulement le premier détaillant du Royaume-Uni mais également le supermarché sur Internet le plus florissant du monde, l’une des sociétés de services financiers mondiales affichant une rapidité de croissance à nulle autre pareille et, sans aucun doute, l’un des représentants les plus performants du monde en matière de gestion de la relation client.