联合利华客户关系管理

STRICTLYCONFIDENTIALAGUIDETOIMPLEMENTINGAONE-TO-ONEMARKETINGPROGRAMMEAGUIDETOIMPLEMENTINGAONE-TO-ONEMARKETINGPROGRAMMEUN086CouvertureMEP27/09/9918:31Page1Thisguideintroducesandexplainsamarketingstrategyformanagingtherelationshipswehavewithourconsumers.ThisversionisaninitialdraftandwillbeupdatedontheIBCCintranetsiteatibcceurope.unilever.com.ThissitewillbeavailablefromOctober15th,1999.Unileverconsumerrelationshipmanagement(CRM)allowsustomaximiseconsumervaluethroughtargetedmarketinginvestmentsandgenerateincrementalturnoverandGP.ExperienceandresultsfromcountriesalreadypractisingCRMdemonstratethatitisaprovencontributortoUnilevergrowth.CRMstrategyisdrivenbydetailedconsumerinsightsintoactualpurchasingbehaviour.Withthisknowledge,wecandevisemarketingprogrammesthatbuildandmaintainloyalrelationshipswithourmostvaluableconsumers.WecanmeasurepreciselytheresultsofeachprogrammetoassessourperformanceandmeasureROI,enhancingourlearninganddeepeningourknowledgeofconsumers.HowtousethisworkbookThisworkbookhasbeendesignedtoprovideyouwiththerationaleandevidencetosupporttheallocationofMDCbudgetsinordertodevelopacross-categoryconsumerdatabaseandimplementingeffectiveCRMprogrammes.TheworkbookisalsoapracticalguidetohelpmanagersbeginbuildingCRMcapabilityandcompetencies.Part1explainstheneedforconsumerrelationshipmanagementandoutlinestheapproach.Part2containsastepbystepguidetoestablishingandimplementingeffectiveCRMprogrammes.ThisworkbookrepresentsthefirststepofaCRMapproach.Inthefuture,weenvisagethatourCRMcapabilitieswillbestrengthenedbyadvancesinITandtheeffectofnewdirecttoconsumermedia,suchastheinternet.INTRODUCTIONUN086Unilevercomplet27/09/9917:40Page1AcrossEurope,UnileverhasmanypioneersinConsumerRelationshipManagement.AswehavesoughtthelearningsfromtheseCRMprogrammes,wehavebeeninspiredbytheentrepreneurialdriveandthepersonalconvictionoftheteamsthatwehavemet.WewouldliketothankeveryonewhohascontributedtheirthoughtsandlearningstodevelopaUnileverbestpracticeacrossEuropeandinparticular,wouldliketothanktheCRMteamsinFranceandtheUKfortheirinvaluablehelpinthepreparationofthisguide.WewouldespeciallyliketothethanktheteamsofWundermanCatoJohnsonFranceandEurope,withoutwhoseexpertisethisguidecouldnothavebeenwritten.Today,theroleoftheIBCCistobringyouthiscompendiumoflearnings.Inthefuture,wewillseektotakeanactivepartintheimplementationofCRMthroughoutEurope.ChristophMichalskiIBCCDirectorACKNOWLEDGMENTSUN086Unilevercomplet27/09/9917:40Page2IntroductionAcknowledgmentsTheneedforcloserConsumerRelationshipManagement(CRM)WhythereisaneedforcloserConsumerRelationshipManagement?......11TowardsConsumerRelationshipManagement...................................19CRMinaction.....................................................................................31EstablishinganeffectiveCRMprogramme–Step-by-stepguideSection1-UndertakingAConsumerAudit..................................37Consumerpanelpartnerselection......................................................39Undertakingacross-categorypanelanalysis......................................39Unileverhouseholdconsumptionsegmentationdefinition...................40Profileanddifferentiateheavyconsumersfromotherconsumers........41Brandconsumptionpatterns..............................................................42Section2-externalEnvironmentalScanning...............................43Section3-Building&Managingaconsumerdatabase..............45Purposeoftheconsumerdatabase....................................................45Unileverconsumerdatabase...............................................................45Buildingaconsumerdatabase............................................................47DBMSpartneridentificationandselection...........................................49RoleoftheCRMteam........................................................................49OperationalInterface...........................................................................50Functionalspecificationsrequirements................................................51Populatingaconsumerdatabase........................................................51Maintainingdataquality......................................................................55Section4:CRMimplementation....................................................57Brandplanningimplications................................................................58Promotionalinnovation.......................................................................58Frombrieftomailbox.........................................................................59Magazinedevelopment.......................................................................59Personalisedpromotionaltools...........................................................62TABLEOFCONTENTSUN086Unilevercomplet27/09/9917:40Page3Magazinedistribution..........................................................................63Improvedmono-brandstrategies........................................................64Win-winwithchannelpartners.......................