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

Alexander Kracklauer (Alexander Kracklauer is the Senior Account Management of Procter & Gamble, Birkenwag, Germany)
Olaf Passenheim (Olaf Passenheim is a PhD Student at the Department of Economics and Politics, at the University of Hamburg, Hamburg, Germany)
Dirk Seifert (Dirk Seifert is the Head of a collaborative planning, forecasting and replenishment (CFPR) research project at Harvard Business School, Boston, Massachusetts, USA)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 December 2001

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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.

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Citation

Kracklauer, A., Passenheim, O. and Seifert, D. (2001), "Mutual customer approach: how industry and trade are executing collaborative customer relationship management", International Journal of Retail & Distribution Management, Vol. 29 No. 12, pp. 515-519. https://doi.org/10.1108/EUM0000000006288

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MCB UP Ltd

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