CCG to Help Bagel Company With CRM

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Customer Communications Group, Denver, is working with Einstein/Noah Bagel Corp. to examine its customer point-of-sale data in order to help the company better understand customers' needs, concerns and motivations.


The two companies signed an agreement last week. The effort will allow ENBC, Golden, CO, to retain and increase the lifetime value of its customers through more effective communications and more relevant promotions. The company also plans to launch targeted direct marketing and e-mail marketing campaigns based on customer information.


There are 465 ENBC retail bagel stores in 29 states and the District of Columbia. Of those, 376 stores operate under the Einstein Bros Bagels brand name, and 89 operate under the Noah's New York Bagels brand name.


"In today's innovative, highly competitive food service industry, relevant and timely consumer information can deliver significant improvements in customer satisfaction, repeat purchases, cross-sell opportunities and profit margins," said Bob Spaulding, director of media and research services at Einstein/Noah Bagel Corp. "Our goal is for CCG to help us more fully understand our customer and use that information to tailor our marketing efforts."


CCG's customer analysis and segmentation system will allow ENBC to treat its customers as individuals by identifying the company's most valuable customers, their purchasing habits, where they live, their demographics and their lifestyles.


Sandra Gudat, president of CCG, said, "Our goal is to help ENBC learn about its customers and apply that knowledge to the company's strategic and tactical marketing initiatives."


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