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OgilvyOne Worldwide SmithKline Beecham Why are we here? To show how Customer Relationship Management can help you demonstrably build your business and how it can be proved. Three Issues . Not all customer are equal Only a small percentage of your consumers will provide you with your largest share of sales, and profit growth. Heavy Med’m Light Non Users 62% 26% 38% 1% 0% 21% % Total UK Adult population No. Adults % Usage Analgesic Category15% of adults account for 62% of Analgesics used 15% 37% 9.7m 17.7m 12m 6.9m Source: TGI claimed usage Oct 97-Sep 98 Definitions Heavy us