Collaborative CRM

1
Collaborative CRM
CollaborativeCustomer RelationshipManagement

• Enrico Toja
• Johnson Johnson Consumer International

2
Collaborative CRM

• Consumer

• Shopper

3

• Do you have a CRM Definition in your company ?

25
45
55
75
4
Where is the Focus on your CRM?
Clear evolution to a joint focus on the end
Consumer
5

• Do you measure the return on your CRM investments
  ?

37
45
63
55
The importance of having a CRM Business Case
clear metrics increased !
6
Barriers to successful CRM
2002
2003
Lack of top Management Commitment
Lack of technological support
Lack of internal skills
7
Willingness to share Data
Retailer
2002
2003
12
20
Systematically
35
62
Occasionally
8

• Collaborative CRM is still in its infancy
• like Category Management was
• in 1995

9

• If you really want to grow the cake,
• Collaborative CRM must be in your day-to-day
  process
• as soon as possible.

10
We will show you today

• If you are a believer in Collaborative CRM
• If you agree to share consumer/shopper data,
• If you focus on mass-customization,
• YOU WILL WIN!!!