联合利华客户关系管理.pdf

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1、UN086CouvertureMEP27/09/9918:31Page1AGUIDETOIMPLEMENTINGAONE-TO-ONEMARKETINGPROGRAMMESTRICTLYCONFIDENTIALUN086Unilevercomplet27/09/9917:40Page1INTRODUCTIONThisguideintroducesandexplainsamarketingstrategyformanagingtherelationshipswehavewithourconsumers.Thisversionisaninitialdraftandwillbe

2、updatedontheIBCCintranetsiteatibcceurope.unilever.com.ThissitewillbeavailablefromOctober15th,1999.Unileverconsumerrelationshipmanagement(CRM)allowsustomaximiseconsumervaluethroughtargetedmarketinginvestmentsandgenerateincrementalturnoverandGP.Experienceandresultsfromcountriesalreadypracti

3、singCRMdemonstratethatitisaprovencontributortoUnilevergrowth.CRMstrategyisdrivenbydetailedconsumerinsightsintoactualpurchasingbehaviour.Withthisknowledge,wecandevisemarketingprogrammesthatbuildandmaintainloyalrelationshipswithourmostvaluableconsumers.Wecanmeasurepreciselytheresultsofeachp

4、rogrammetoassessourperformanceandmeasureROI,enhancingourlearninganddeepeningourknowledgeofconsumers.HowtousethisworkbookThisworkbookhasbeendesignedtoprovideyouwiththerationaleandevidencetosupporttheallocationofMDCbudgetsinordertodevelopacross-categoryconsumerdatabaseandimplementingeffecti

5、veCRMprogrammes.TheworkbookisalsoapracticalguidetohelpmanagersbeginbuildingCRMcapabilityandcompetencies.Part1explainstheneedforconsumerrelationshipmanagementandoutlinestheapproach.Part2containsastepbystepguidetoestablishingandimplementingeffectiveCRMprogrammes.Thisworkbookrepresentsthefir

6、ststepofaCRMapproach.Inthefuture,weenvisagethatourCRMcapabilitieswillbestrengthenedbyadvancesinITandtheeffectofnewdirecttoconsumermedia,suchastheinternet.UN086Unilevercomplet27/09/9917:40Page2ACKNOWLEDGMENTSAcrossEurope,UnileverhasmanypioneersinConsumerRelationshipManagement.Aswehavesough

7、tthelearningsfromtheseCRMprogrammes,wehavebeeninspiredbytheentrepreneurialdriveandthepersonalconvictionoftheteamsthatwehavemet.WewouldliketothankeveryonewhohascontributedtheirthoughtsandlearningstodevelopaUnileverbestpracticeacrossEuropeandinparticular,wouldliketoth