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TXT版96INTRODUCTION
Thisguideintroducesandexplainsamarketingstrategyformanagingthe
relationshipswehavewithourconsumers.Thisversionisaninitialdraftandwill
beupdatedontheIBCCintranetsiteatibcceurope.unilever.com.Thissitewillbe
availablefromOctober15th,1999.
Unileverconsumerrelationshipmanagement(CRM)allowsustomaximise
consumervaluethroughtargetedmarketinginvestmentsandgenerate
incrementalturnoverandGP.Experienceandresultsfromcountriesalready
practisingCRMdemonstratethatitisaprovencontributortoUnilevergrowth.
CRMstrategyisdrivenbydetailedconsumerinsightsintoactualpurchasing
behaviour.Withthisknowledge,wecandevisemarketingprogrammesthatbuild
andmaintainloyalrelationshipswithourmostvaluableconsumers.Wecan
measurepreciselytheresultsofeachprogrammetoassessourperformanceand
measureROI,enhancingourlearninganddeepeningourknowledgeof
consumers.
Howtousethisworkbook
Thisworkbookhasbeendesignedtoprovideyouwiththerationaleandevidence
tosupporttheallocationofMDCbudgetsinordertodevelopacross-category
consumerdatabaseandimplementingeffectiveCRMprogrammes.Theworkbook
isalsoapracticalguidetohelpmanagersbeginbuildingCRMcapabilityand
competencies.
Part1explainstheneedforconsumerrelationshipmanagementandoutlinesthe
approach.
Part2containsastepbystepguidetoestablishingandimplementingeffective
CRMprogrammes.
ThisworkbookrepresentsthefirststepofaCRMapproach.Inthefuture,
weenvisagethatourCRMcapabilitieswillbestrengthenedbyadvancesinIT
andtheeffectofnewdirecttoconsumermedia,suchastheinternet.
Introduction
Acknowledgments
TheneedforcloserConsumerRelationshipManagement(CRM)
WhythereisaneedforcloserConsumerRelationshipManagement?......11
TowardsConsumerRelationshipManagement...................................19
CRMinaction.....................................................................................31
EstablishinganeffectiveCRMprogramme–Step-by-stepguide
Section1-UndertakingAConsumerAudit..................................37
Consumerpanelpartnerselection......................................................39
Undertakingacross-categorypanelanalysis......................................39
Unileverhouseholdconsumptionsegmentationdefinition...................40
Profileanddifferentiateheavyconsumersfromotherconsumers........41
Brandconsumptionpatterns..............................................................42
Section2-externalEnvironmentalScanning...............................43
Section3-Building&Managingaconsumerdatabase..............45
Purposeoftheconsumerdatabase....................................................45
Unileverconsumerdatabase...............................................................45
Buildingaconsumerdatabase............................................................47
DBMSpartneridentificationandselection...........................................49
RoleoftheCRMteam........................................................................49
OperationalInterface...........................................................................50
Functionalspecificationsrequirements................................................51
Populatingaconsumerdatabase........................................................51
Maintainingdataquality......................................................................55
Section4:CRMimplementation....................................................57
Brandplanningimplications................................................................58
Promotionalinnovation.......................................................................58
Frombrieftomailbox.........................................................................59
Magazinedevelopment.......................................................................59
Personalisedpromotionaltools...........................................................62
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