A company while launching a new product or expanding to a new territory should spend majority of time understanding and getting strong grasp of its customers, current and potential.
Who are the customers of an FMCG company?
The words “customer” and “account” are used interchangeably in most CRMs, which essentially mean the entity who is directly or indirectly buying products from the FMCG company. Broadly, Peri has these below mentioned customer types:
- Institutional or B2B: Includes organisations whose sub-organisation and resources consume FMCG products (for example railways & canteens)
- Modern trade: Includes organisations who have their captive distribution and retail chain (for example: – Big Bazaar)
- General trade: Includes the retailers who stock limited quantities on their shelves and warehouse owners who stock larger quantities.
- End consumer: Those who consume the FMCG products.
In Peri CRM, all these entities get methodically captured at various levels to deliver understanding and power in the hands of sales, marketing and service teams.
What does customer management entail?
- Customer on-boarding: This is the primary goal of all FMCG CRMs – to onboard existing & future customers of the company onto the digital platform – so they can be targeted, analysed, and serviced.
- Customer KYC: Once onboarded, the next goal is to extract as much information as possible about the customer. Data points that are typically captured by a CRM:
- Full name, address and geo-coordinates
- Type, category and classification
- Product and service preferences
- Credit worthiness
- and more …
- Buying pattern: It is important to know the buying patterns of a customer so that replenishment can happen at regular intervals, even before the customer asks for it. This also reduces dependency on frontliners’ physical visit to the stores.
- Brand’s share: Customers typically have a bias towards a particular brand within a particular product category. This knowledge can be captured in Peri through the interactions management module.
