Dot 121 Limited was formed following research into the dynamic of company communications. This research quickly established that there was a paradigm change occurring as broadband became accessible, quick and able to handle large quantities of data. Dot 121 helps businesses increase customer equity by helping to establish effective communications with current and future customers, across appropriate channels with relevant information. The old model of brand manager and agency is becoming redundant. It is now essential for most brands to develop effective integrated marketing strategies, and case studies have estimated a 10-15 per cent improvement in company performance where they are implemented effectively.

The concept of customer equity (CE), closely related to customer lifetime value (CLC), is central to the rapidly emerging strategy of running a modern business, namely CRM customer relationship management. CE is generally defined as the total value of current and future customers. In the best cases these customers are viewed as assets and like all assets have a value and the potential of generating cash flow. The net present value (NPV) of these customer driven cash flows is referred to as CE. Dot 121 helps businesses define and implement winning models that give sustainable competitive advantage.

By utilising our marketing communications toolkit we can evaluate effectiveness across all communication touch points by both individual customer and segment. By ensuring proper segmentation we can deliver cost effective communications that enhance CE. We believe six variables explain customer excellence,