Sign-Up Under Way for DMA Catalog Audit

Catalogers now can register for the Direct Marketing Association's Spring 2001 Customer Audit of Catalog Performance and Services. This study provides catalog companies with a confidential report of their customers' evaluation of various performance and customer service measures.

The study is conducted twice yearly, with up to 50 companies being evaluated for each of the spring and fall/holiday seasons.

“Not only do companies obtain an evaluation of their own practices,” said Anne Zeller, vice president, information and special projects, “but since they receive an aggregate summary of all participating catalogs, they can use it as a benchmark to see how they measure up against the rest of the industry.”

Catalog firms participating in the Spring 2001 study provide 3,000 names of randomly selected customers who have made a purchase from April 1 to May 31. TNS Intersearch, a market research firm, will complete 200 telephone interviews among a random sample of customers from each catalog.

Customers will be asked to rate, on a 10-point scale, their satisfaction with their most recent purchase, including the order process, the catalog, product delivery, billing and payment method, quality of products, returns and product exchanges, customer service and their overall experience with the catalog. Final reports on the surveys will be issued in late August.

The entry deadline is June 8. For more information or to request a participation form, go to or call 212/768-7277, Ext. 1637.

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