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ECR Europe's Guide to Collaborative Consumer Relationship Management
Up one levelCRM, which ECR Europe has defined as Consumer Relationship Management, is not currently a collaborative activity engaging retailers and manufacturers within the consumer goods industry. Instead, each party focuses on isolated, mainly internal, CRM activities, which deliver only a fraction of the potential value available. The current economic climate, in which the consumer goods industry is losing share of wallet to other sectors, has led ECR Europe to look deeper into the benefits of a collaborative approach to managing consumer expectations and fulfilling their wishes. The objective of collaborative CRM as a key concept within ECR is to stimulate market differentiation by encouraging the consumer goods industry to adopt and apply a collaboration framework which seeks to create and offer customised personalise consumer value, by the ECR Europe project team on collaborative CRM (2003)
The purpose of this ECR Europe guidebook is: to create clarity and transparency in our industry about the concept of collaborative CRM; to define the components of collaborative CRM; to provide direction on how to deploy CRM jointly; to demonstrate the business case for doing this; to provide retailers and manufacturers with evidence that collaborative CRM will become a key differentiating component of consumer value in the industry; and to encourage retailers and manufacturers to start working together on this demand side strategy.