Changes to Society and Effective Net Preference

The Office for National Statistics recently released new data on the structure of Britain’s 26.4 million households. It showed that 29% of households now consist of only one person. Most of those in the 16-64 age group are male. For those over 65, the gender balance is reversed.

The most common family type in 2012 is a married or civil partnered couple without dependent children, accounting for 7.6 million out of a total of 18.2 million families in the UK.

The number of unmarried couples living together has doubled over the last 20 years.

This all has implications on the way businesses structure their customer databases and the implementation of their CRM strategies. This dramatic shift in social structure has coincided with an equally dramatic shift in household purchasing behaviour, attitudes and preferences. Except it isn’t coincidental.

Now, more than ever, a business needs to understand and react to the changing attitudes and preferences of their customers caused, in part, by their changing lifestyles and social structures. It’s essential to develop an effective CRM programme to maintain engagement and preference with the business’ customer base.

The best way of doing this is to measure and track Effective Net Preference (ENP) using a customer panel.

And how do you do this? Why not ask us?

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