| 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 or issue of a publication series |
| Journal or Series Title: |
International Journal of Retail and Distribution Management |
| Page Range: |
pp. 515-519 |
| Date: |
December 2001 |
| Divisions: |
Wirtschaftswissenschaften |
| Abstract (ENG): |
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. |
| Forthcoming: |
No |
| Language: |
English |
| 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
|
