Bernard Lietaer - The future of money

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.