Mutual Customer Approach: How Industry and Trade are Executing Collaborative Customer Relationship Management.

Creators: Kracklauer, Alexander H. and Passenheim, Olaf and Seifert, Dirk
Title: Mutual Customer Approach: How Industry and Trade are Executing Collaborative Customer Relationship Management.
Item Type: Article
Journal or Publication Title: International Journal of Retail and Distribution Management
Page Range: pp. 515-519
Date: December 2001
Divisions: Wirtschaftswissenschaften
Abstract: Collaborative customer relationship management (CCRM) is a new emerging strategic approach in the consumer goods sector. In the past, collaboration between a supplier and a retailer started with category management and soon proved to generate a mutual benefit for both parties and for the consumer as well (creating a win-win-win-situation). Now, CCRM represents a quantum leap in the joint effort of both partners to meet and actually exceed customer expectations. First movers in implementing the new strategic concept, like Procter & Gamble, report increased sales and a significant higher customer retention rate. Beside enhanced sales it also helps to exploit cost saving potentials in the value chain. The concept supports target-oriented-marketing-efforts and makes marketing investments of suppliers and retailers more efficient.
Citation:

Kracklauer, Alexander H. and Passenheim, Olaf and Seifert, Dirk (2001) Mutual Customer Approach: How Industry and Trade are Executing Collaborative Customer Relationship Management. International Journal of Retail and Distribution Management, 29 (11/12). pp. 515-519. ISSN 0959-0552

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