THE FUTURE OF MONEY Bernard A. Lietaer - library.uniteddiversity ...

demographic, and transaction data HFS has accumulated about 100
million US consumers from all its activities, covering half of ah the
US households.
It was that latter asset that made the 1995 meeting between Forbes
and Silverman so productive for both parties. They entered into a
partnership that would match CUC's marketing muscle with HFS's
client information base. Under the deal, CUC would market its travel,
shopping, dining, and auto-clubs to the millions of guests of HFS.
However, this is not done using mindless junk mail, primitive cold
calling, or e-mail spamming. When you call any of HFS's hotels for a
reservation, after the booking is completed, you are asked whether
you are interested in hearing about a discount travel club that would
ensure some significant savings during your trip. A free petrol
coupon worth $20 is part of the incentive. If you say 'yes', you will be
switched to a CUC operator to hear the special offerings available to
you if you join the club. The net result: a 30% positive response
(compared to the normal 1 or 2% conversion rate of direct
marketing). And who could resist? 'If you say, you may want to
consider this special deal for an Avis car waiting for you at the
airport.'
Similarly, if your company relocates, using the services of PHH
Corporation, Century 21 will be delighted to supply your staff with
excellent housing, near the new location. Your employees will, of
course, have to supply all the personal financial data necessary for
them to obtain mortgages from FISI Madison. But a mortgage
requires life insurance for which they have to file all the relevant
medical information with Benefit Consultants. When they finally buy
that house, via Century 21, they will receive a list of local dining
opportunities available through Premier Dining, or an offer on
discount books about the area published by Entertainment
Publications, as a housewarming gift from CUC's Welcome Wagon.