Collaborative CRM Implementation Kit

1
Collaborative CRM Implementation Kit

• Speakers
• Simonetta Flores Volendo.com Lombardini Holding
  Italy
• Stefano Roserba Colgate Palmolive Italy

2
Agenda

• Collaborative CRM - State of play across Europe
• Key issues and tool-kit solutions
• Your starting point a self assessment

3
Collaborative CRM state of play the survey
16 Countries 90 Companies involved 6 One-to-One
deep interviews
16 Countries 90 Companies involved 6 One-to-One
deep interviews
4
Collaborative CRM state of play 5 key areas

• Strategy
• Organization
• Consumer Insights
• Collaborative Process
• Results Measurement

5
Collaborative CRM state of play strategy

• Identification of target consumers

gt 60
6
Collaborative CRM state of play organization

• CRM knowledge is limited to dedicated functions
• Need to spread more CRM culture in the company

7
Collaborative CRM state of play consumer insights

• Consistent, flexible and easy to use data

Important gt 80 Capable lt 50
8
Collaborative CRM state of playcollaborative
process
CRM is still mostly an ad hoc initiative
One-off promotions only gt 75
9
Collaborative CRM state of play results
measurement
KPIs need to be improved
Important gt 80 Capable lt 40
10
Collaborative CRM tool-kit solutions
Strategic alignment / Target Identification

Strategy
Building awareness/ roles and responsibilities
Organization
Data and technical prerequisites
Consumer insights
Practical tools budget, resources, templates,
Collaborative Process
KPIs and scorecard examples
Results Measurements
11
Collaborative CRM implementation kitWhat and
Where

• Easy to use
• very operative tools

• Easy to get
• on line ECR web site

12
The first question

• Can I do Collaborative CRM ?
• Where do I start ?

13
The starting pointinteractive self assessment
tool

A version for Retailers and Manufacturers
14
Visualize Results
15

16
Collaborative CRM implementation kitwhen

• October 2004

17
CRM Implementation Kit Workgroup

• Simonetta Flores - Volendo.com Lombardini
  Holding Italy -
• Stefano Roserba - Colgate-Palmolive Italy -
• Giorgio Santambrogio - Interdis Italy -
• Carmen Humbach - Bearing Point Germany -
• Antonella Altavilla - KPMG Business Advisory
  Services -
• Paola Cavaggioni -ECR Europe-

18
Special Thanks to

• Bacardi Germany, Banvit Turkey,
• Barilla Wasa Germany, Bauli Italy,
• Beiserdorf Germany, Berglandmilch Austria,
• Brau Union Austria, Carapelli Italy,
• Coca-Cola Bevande Italy
• Colgate Palmolive Belgium, Colgate Palmolive
  Italy,
• Colgate Palmolive Europe,
• Conad Italy, Confruit Italy,
• Decathlon France, Diageo Turkey ,
• Fater Italy, Felix Abba Finland,
• Ferrero Belgium ,Filiz Gida Turkey ,
• Finn Sugar Finland,Forte Sweden,
• Gillette Italy Gillette Swiss, Glaxo Smith Kline
  Italy,
• GS Italy,Heineken Italy, Henkel Belgium,
• Henkel Germany, Henkel Italy,
• ICS Sverige AB Sweden, Interbrew Belgium,
• Interdis Italy, JnJ Germany,
• JnJ Italy,JnJ USA, Kaffehuset Norway,
• Kimberly Clark Italy, Kraft Germany, Kraft
  Hellas,

• Kraft Italy, LOreal Belgium,
• Lu Belux Belgium, Marks Spencer UK,
• Masterfoods Belgium, Merrild Kaffe Denmark,
• Metro Germany, Nestle Italy,
• Nestle Swiss, Nestle UK,
• PG Austria ,PG Italy,
• San Pellegrino Italy (Nestlé), Sara Lee CZ,
• Sara Lee Germany, Sara Lee Hellas,
• Sara Lee Italy, Sara Lee Netherlands,
• Sara Lee Poland, Sara Lee UK,
• Sara Lee France, Schwarzkopf Henkel Belgium,
• Selex (gruppo commerciale) Italy,
• Sparosterr Austria, System U France,
• Tengelman Austria, Tesco UK,
• Tradeka Finland, UBFI Italy,
• Unilever Austria, Unilever Europe,
• Unilever Poland, Unilever Germany ,
• Volendo.com Italy, Zielkpunkt