LEEDS, UNITED KINGDOM, Jul 18, 2012 -- TENA Retail have extended their partnership with Callcredit Information Group to enhance their Customer Relationship Management programme.

The company, which is part of global hygiene product and paper company SCA Hygiene, has commissioned the creation of a Single Customer View Database so that every interaction that they have can be used to create an individual journey tailored for each customer. Callcredit will then provide detailed analysis of the data collected and ensure that TENA's marketing programmes can be adapted not only to deliver more timely and relevant communications but also increase their customer's connection with the brand and provide TENA with an opportunity to normalise the brand and the bladder weakness condition.

Callcredit's contact centre has been working with TENA since 2005, initially handling inbound contact from potential customers, which over time has evolved into Callcredit handling all responses to TENA's direct marketing campaigns.

Zoe Brimfield, Brand Manager at TENA said: "Callcredit have played an integral part in supporting SCA with their marketing and response activity. Through multi-channel contact response platforms, their proactive and responsive account management and their agile delivery of a SCV Marketing Database, Callcredit have given us the foundation to get closer to our customers with an integrated customer journey."

Nerys Corfield, Account Director at Callcredit added: "We have been working closely with TENA for a number of years and our involvement with their Customer Relationship Management programme is evidence of the strong relationship that we established. Ensuring that marketing strategies are focused on the right individuals is key for every business even more so in this specific product market. Our expertise in creating a customer database which will provide them with a Single Customer View means that they will be able to increase the level of interaction that they have with their customers and produce targeted marketing campaigns."

Posted by Veronica Silva Cusi, news correspondent
Source: http://www.marketwatch.com