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Published on December 24, 2007

The importance of consumer relationship marketing (CRM) has gained considerable strength in recent years as companies of all shapes and sizes realise the importance of placing their consumers at the heart of their business operations. Indeed, creating lifetime relationships and loyalty with consumers is an essential part of a successful business.

Long gone is the attitude promoted by Henry Ford, who once said: "Any customer can have a car painted any colour that he wants so long as it is black." Firms driving for greater market share and increased profitability ignore consumer opinions at their peril.

At Nestle Thailand, its consumer relationship centre provides daily interaction with consumers, offering a holistic approach to consumer engagement through various touch-points. The call centre is one such point and the company is currently receiving more than 200 calls every day from consumers on a wide range of topics. Their opinions are captured and analysed as a means of better understanding their needs.

The company also undertakes to make at least 30 home visits each month. Feedback is shared with experts to ensure continuous improvement in products and communications.

A consumer organisation formed in 1998 has become the bedrock of Nestle Thailand's CRM strategy. As the Good Food, Good Life Club prepares to celebrate its 10th anniversary, there are now almost 400,000 Thai households registered as members.

Club membership is a vital communications channel as the company's home economists, nutritionists, marketeers and compliance teams work together to create products that contribute to a healthy and balanced diet.

The core membership of the Good Food, Good Life Club takes an active role in shaping product development at Nestle by attending focus groups, tastings and cookery classes. 

The views of consumers across the country played a major role in the company's drive for better product labelling. There has never been a greater need for consumers to really understand the ingredients of food and beverage products and, in particular, appreciate such factors as calorie content and nutritional value.

All labelling is subject to review and approval in Thailand by the Food and Drug Administration. This means the company must be able to substantiate any claims made in terms of nutritional benefits and also has a duty to ensure that the consumer is able to understand the information provided on the label.

Nestle's drive for improved product labelling is embraced in the company's nutritional compass, an innovative and transparent labelling system which comprises nutritional facts ("good to know"), tips for healthy lifestyle, cooking and diets ("good to remember") and an invitation to consumers to contact the company via the Internet or by calling consumer-services teams located around the world.

The company believes the food industry can do even more to help educate consumers but it needs the enthusiastic backing of government ministries, agencies and NGOs who share the desire to fight the growing problem of obesity in Thailand.

 Nestle Thailand taps into the expertise of the company's research centre in Switzerland to apply the latest scientific developments to products offered in this market. But it's a two-way street and the feedback the company receives on a daily basis through its many CRM channels enables Nestle to better serve the interests of Thai consumers.

Pravina V Krisdhasima

Special to The Nation

Note: The author is corporate consumer relationship manager of Nestle (Thai).