CRM Critical to Consumer Packaged Goods Manufacturers

In the September issue of Canadian Packaging magazine, manufacturing journalist TR Cutler profiled the importance of technology, specifically customer relationship management. Consumer packaged goods manufacturers are facing a radical shift in the information environment. As retailers create new sources of information in the form of direct feeds to their suppliers, this information has increasing value and importance. Most CPG manufacturers are trying to streamline and obtain leverage from their extensive technology investments including customer relationship management (CRM), enterprise resource planning (ERP), supply chain management (SCM), and enterprise data warehouse solutions.

The information technology for CPG manufacturers must enable critical business initiatives by delivering the most productive and lean processes, and syndicated data providers are reacting by building higher value platforms and solutions for CPG manufacturers. According to Larry Caretsky, president of Commence Corporation (www.commence.com), “CPG businesses are presented with a major opportunity to collect direct customer feedback that can be used to drive product changes and act as an early warning system for issues with the potential for legal liability.”

It is vitally important for all new CRM (Customer Relationship Management) technology solutions to address the key following issues facing today’s leading CPG companies:

• Gaining insight into the market, consumer preferences and buying patterns;

• Capturing feedback quickly and cost-efficiently to test-market new products, packaging, or marketing campaigns;

• Mitigating risk and identifying product and quality problems early;

• Handling a rapid increase in contact volume caused by news reports or a product recall.

About Commence Corporation

Commence Corporation is a leading provider of Customer Relationship Management solutions. The company’s products are designed to provide small to mid-size businesses with flexible solutions that leverage the Web to offer an integrated platform for managing sales execution and customer service. Commence supports several thousand customers through a world-wide distribution network, with outlets in North and South America, Europe and Asia/Pacific.

The Commence CRM client roster is impressive and includes ABC television, Alcatel, American Express, Bank One, Bank of America, BP, Brinks, Century 21, EDS, Exactech, Ford, General Electric, Handyman Connection, IBM, Merrill Lynch, PNCBank, Northrop Grumman, NYPD, New York Post, Princess Cruises, Raytheon, Shell, Siemens, Sprint, Steelcase, St. Luke’s Hospital, TDK, Tele Atlas, and Unicef are just some of the marquis clients. The company has embraced the small business CRM market as well.

Commence is offering a small – midsize business site license program that will enable customers to add users at no additional cost. Site licenses start at a five user level and require an annual contract. Commence may be reached at 877-COMMENCE.