Correspondence: Nick Backhouse, E-mail: nicbackhouse@aol.com

¹(FIDM) is currently Strategic Planning Consultant with Balloon Dog in Norwich. Previously he was Direct Marketing Director for McCann Communications House in Manchester and served on the Worldwide Board of McCann Relationship Marketing.

Received 27 October 2008.

Abstract

This paper starts to consider the effect of the economic down turn on consumers' attitudes and the implications on data driven customer relationship management programmes. As consumers become more cautious in terms of spending and more cynical with regards to financial services, how will data modelling and segmentation strategies built in 'better days' adapt to the new world of the credit crunch?