Strategic Customer Planning Overview
How to grow with your customers
The customer and category management know-how, processes & tasks you need to do deliver on the job:
The BIG questions you need to answer
A. CATEGORY STRATEGIC INSIGHTS
What categories and brands will we grow with consumers?
B. CHANNEL & SHOPPER STRATEGIC INSIGHTS
What shopper based channels will we grow our categories in?
C. CUSTOMER INSIGHTS
What are the Customer growth opportunities?
D. CUSTOMER ENGAGEMENT & STRATEGY
Which Customers should we invest in for growth?
How will we engage with priority Customers?
How will we make investment choices and grow our categories with Customers?
E. CUSTOMER JOINT BUSINESS PLANNING
Are we jointly planning the right activity to grow?
F. CUSTOMER ACTION
How will we execute our Customer strategy?
G. CUSTOMER CONTACT
What is the quality of our contact and Customer relationships?
H. CUSTOMER REVIEW
How did we do?