Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Mutual customer approach: how industry and trade are executing collaborative customer relationship management

Mutual customer approach: how industry and trade are executing collaborative customer... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Mutual customer approach: how industry and trade are executing collaborative customer relationship management

Loading next page...
 
/lp/emerald-publishing/mutual-customer-approach-how-industry-and-trade-are-executing-kAwkE7lViV

References (0)

References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.

Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0959-0552
DOI
10.1108/EUM0000000006288
Publisher site
See Article on Publisher Site

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.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Dec 1, 2001

Keywords: Relationship marketing; Distribution management

There are no references for this article.