联合利华客户关系管理.docVIP

A GUIDE TO IMPLEMENTING A ONE-TO-ONE MARKETING PROGRAMME STRICTLY CONFIDENTIAL INTRODUCTION  This guide introduces and explains a marketing strategy for managing the relationships we have with our consumers. This version is an initial draft and will be updated on the IBCC intranet site at . This site will be available from October 15th, 1999. Unilever consumer relationship management (CRM) allows us to maximise consumer value through targeted marketing investments and generate incremental turnover and GP. Experience and results from countries already practising CRM demonstrate that it is a proven contributor to Unilever growth. CRM strategy is driven by detailed consumer insights into actual purchasing behaviour. With this knowledge, we can devise marketing programmes that build and maintain loyal relationships with our most valuable consumers. We can measure precisely the results of each programme to assess our performance and measure ROI, enhancing our learning and deepening our knowledge of consumers. How to use this workbook This workbook has been designed to provide you with the rationale and evidence to support the allocation of MDC budgets in order to develop a cross-category consumer database and implementing effective CRM programmes. The workbook is also a practical guide to help managers begin building CRM capability and competencies. Part 1 explains the need for consumer relationship management and outlines the approach. Part 2 contains a step by step guide to establishing and implementing effective CRM programmes. This workbook represents the first step of a CRM approach. In the future, we envisage that our CRM capabilities will be strengthened by advances in IT and the effect of new direct to consumer media, such as the internet. ACKNOWLEDGMENTS  Across Europe, Unilever has many pioneers in Consumer Relationship Management. As we have sought the learnings from these CRM programmes, we have been inspired by the entrepreneurial drive and the personal