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

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.