of our company principals, Toni Fitzgerald B.Bus AJA AFMAA
is considered an expert in the rapidly evolving fields of
customer-focused strategy, customer relationships and increasing
demand chain, managing CRM and ROI, and customer equity building.
Toni has been a value creator not just for this business,
but for our many clients and associates.
a company wants to build long-term relationships with customers
that will generate higher margins, increased customer loyalty
and greater customer satisfaction, Australia's best-selling
author on 1to1 marketing, and customer business visionary
Toni Fitzgerald, can explain how to get the job done - clearly,
concisely and without ambiguity. Toni has regularly been invited
to deliver keynote addresses, workshops and consulting projects
for clients in five states.
Derne of the Australian Newspaper, in her July 2001 article
"The Future Stars of the Future Economy" named
Toni Fitzgerald because of her "amazing ability to
think customer forward and company back, she is one of the
few Australian marketers to fully understand the concept
of 1to1 marketing and realise that because of the internet
it is now the customers who have the power."
Fitzgerald says she believes that marketing is the last major
business process to be reinvented! Toni's strengths have always
been in the arena of B2C where she has always been able to
offer her clients unique insights into dealing with their
to One' and 'Customer Relationship Management' have become
the most misused mantras within the marketing community.
CRM acronym would be more accurately translated as customer
as very little of it is handled
the software manufacturers hijacked CRM to sell their technology
to unsuspecting companies that knew they needed to, but had
no idea how to use the vast array of data the systems spew
the new era of technology, a consumer's first - and often only
- contact with a company or brand is via the telephone or internet,
and this is usually through an outsourced call centre.
greater understanding by companies that customers mean revenue
has resulted in multimillion dollar investments in CRM technology
But now there is a growing realisation that many programs
have failed or are failing.
is due to three key aspects: the CRM function is housed in
the IT department as opposed to marketing where it belongs,
they have no idea what now to do with all this valuable data
resource they are collecting about their customers, and thirdly,
companies are neglecting the fundamental tenets of good customer
service. But we take almost a 180 degree view of these three
things, we work with clients to ensure their attitudes, actions
and reactions are instrumental in changing these functions.
and those who create it, no matter what their background,
are only part of the answer - not the only answer.
are fervent advocates of 'promoting to a marketing of one'
and we use, not exclusively but as our primary tools, the
technology of the web, email and the internet. We believe
this will bring success when CRM is used effectively and when
companies are given the tools and the education over the long
term to create true 'Customer Managed Relationships'.
that place themselves well in the eyes of their customers
are setting the cornerstone that will position them for hypergrowth.
We recognised that until recently, the CRM industry has still
be green and there were no innovative, flexible and affordable
products in the marketplace. Because this changed, we feel
the time to act is exactly NOW.
changes hands in market places only when market share shifts.
These shifts are structural, pervasive and unprecedented.
By understanding the dynamics of high tech market development,
companies can time their strategies to be ready for the
shift itself - when the entire marketplace, seemingly overnight,
changes allegiance from the old ways to the new ones. Whoever
wins the battle for market share at this moment will dominate
the market until the next shift occurs. Finding the next
wave and exploiting the opportunity to gain market dominance
is the key. We believe 1 to 1 marketing and customer managed
relationship marketing is the next big wave."
uses her varied experience to help clients form strategic
alliances and partnerships, and spearheads the creation of
ongoing backend marketing products to ensure our client companies
get superior value from their CRM, email and direct marketing
part of putting together the pieces to create this new vision,
Toni formed an association with Hot Fish Global Pty Ltd, a
IT company that has design and technology skills in house,
but also has a bank of over 200 contractors to draw on. This
would provide support to the Yellowbrick concept in the form
of on client site hardware and software rollouts and initial
of our unique understanding of the B2C and retail business,
particularly in the area of licenses and franchising, we are
aware that high upfront costs would be prohibitive to the
acceptance of CRM in the market place. To this end, we have
formed alliances which give us the support of four major financial
companies including the Bank of Scotland and Hewlett Packard
International Bank, meaning we are now able to arrange finance
on not just computer hardware into our client sites at store
or office level, but also finance the software - the CRM solution.
Fitzgerald knows first hand the complexity of building profitable
customer relationships. Because of her natural ability and
her passion for ever increasing her knowledge and perception
of how end customers think, feel, react and buy, Toni spearheads
the team that ensures that our CRM offerings and web-enabled
databases are not only technically superior and meet not just
the needs of our clients' required tools, but more importantly
provide their customers with relevancy, appropriate personal
offerings, and within the accepted emotional boundaries of
the long term, we will continue to work with our clients and
be pro-actively responsible for creating, directing and implementing
additional, value-added, customer focused marketing tools
and campaigns, that will not only further justify your investment
in CRM and direct marketing, but will strengthen and accelerate
your Return On Investment.