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November/December 2001
CUSTOMER RELATIONSHIP MANAGEMENT AT CCL
by
Ian Gordon
and C Wente
Packaging aerosol products may seem like a rather unglamorous business, especially in today's New Economy, but the way CCL has practiced it over the years has won the firm wide recognition and strong growth over its almost-50 year history. At the core of the company's success is the view that stakeholder relationships are vital corporate assets that should be nurtured and grown over time. Such a view, in fact, makes it seem that CCL was practicing Customer Relationship Management well before the term was popularized. After reading this article, and getting an inside look at how the company manages its relationships, it will be easy to understand why CCL is such a leading practitioner of Customer Relationship Management.
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About the Authors
Ian Gordon
Ian Gordon is President, Convergence Management Consultants Ltd. He is the author of three books, Relationship Marketing (John Wiley and Son, 2004), Competitor Targeting (John Wiley and Son, 2001), and Beat the Competition (Blackwell Publishing, 1989). He can be reached at igordon@converge.on.ca.
C Wente
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