CRM programmes

CRM means Customer Relationship Management, and it's the art of turning a series of contacts with people into a managed conversation over time by increasing your share of mind and share of spend with that individual as they move along the sales funnel.

It's all driven by the 3 basic behaviours (cognitive, emotional, and behavioural, or think/feel/do) and the 8 segments that result from scoring each consumer low or high for each behaviour - see the loyalty cube in the toolbox. The best CRM identifies who's who ... then takes actions, sends one-to-one communications, and listens to responses to move the maximum number of people towards high on all three scores.

Perrier / Billion Bubbles. The programme with OgilvyOne France for mineral water turned audience-gathering into a web-based competition, where each touch involved consumers deeper in the brand and gathered information about them in stages.

Unilever / Dove. This programme for a skincare brand worked with a broadband rollout in the Netherlands. An A/B split - graphics or text - narrated a Dove user's 'diary' over several days, with the day's execution personalised according to whether the user had completed various mini-forms within the ad.

Marlboro web CRM. A customer retention programme for the greatest tobacco brand of all. Over a year I wrote concepts and copy for 4 programmes across 2 European markets with Leo Burnett's interactive agency Arc.

Other clients where I've played a narrower role in CRM include American Express, Singapore Airlines Cargo, and France Telecom, working with advertising agencies including OgilvyOne, Leo Burnett and TBWA. To add CRM capabilities to your business, contact Chris.