The appointment follows its contract in April 2003 to develop the Heinz baby food database for new mothers. Under the new win, Dataforce's brand intelligence division in Northampton will handle all phone, email, text and direct mail contact from consumers.
Peter Ebsworth, marketing services manager at Heinz, said the Heinz Careline would now be creating a database to provide a single customer view that will influence future segmentation and direct activity.
"Revitalising the Careline was driven by the need for a single customer database to support direct communication activities," he said.
All Heinz operators have been through a 10-day training programme, including induction by nutritionists, brand managers and Heinz operational staff. All communications data will feed into a single customer database and initiate a life-long CRM plan.
"Building long-term relationships is a major part of our strategy," said Ebsworth. "We want mothers who use baby food to stay with us as their children grow, and to reward loyalty."
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