response handling and analysis - definition
ICLP – the global loyalty marketing agency – is an expert in managing response handling and analysis requirements.
Response handling and analysis is a general term to describe the process of receiving, managing and analysing both solicited and unsolicited communications from customers, prospects and other target groups. The response handling and analysis process needs to encompass the sending and receiving of communications via post, fax, telephone, website, email and broadcast media. Analysis is usually based on cumulative reports supported by an interpretation of the data. Response handling and analysis reporting can be delivered by post, email or online.
Response handling is a requirement for a plethora of marketing initiatives, such as direct response campaigns, for example direct mail, press advertisements, DRTV, etc. where contact details are provided via the media source. Types of response handling include reservation bookings, lead capture, on and off-line surveys, coupon redemption, catalogue order entry, dealer location, fundraising and donation lines, information and referral, mail order fulfilment, market research, merchant processing, and many more. A more recent development has been the rise of mobile marketing, so receiving high-volume short message service (SMS) requests is now a substantial sector of response handling.
To find out more about response handling and analysis and how ICLP can help your business, please visit ICLP-the global loyalty marketing agency.