| > | | | | In Phase One, the walking phase, the database |
| The evolution of a CRM solution, particularly the | | | | must facilitate the core execution of the |
| aspects that will fuel the marketing efforts of a | | | | company’s communication through its |
| company, begins with the decision to advance | | | | major channel. Whether it is retail or direct, email |
| beyond traditional and one off functionality | | | | or telemarketing, the communication must be |
| and move into an integrated and enterprise wide | | | | deliverable, targeted, and measurable. The |
| solution. The end result of this journey is not | | | | database in this phase may be used for campaign |
| possible without a commitment to success. | | | | management by one area of the company but all |
| The way companies usually grow into their | | | | areas should have access for reporting |
| marketing activities is based primarily on delivering | | | | capabilities. Accessing the data will also improve |
| their product rather than their company message | | | | the learning curve for the respective channel |
| or branding ideas. Products and services | | | | groups who will be engaged in Phase Two and |
| purchased by loyal and new customers are the | | | | Phase Three. The database will be cleansed and |
| lifeblood of the organizations success. Facing this | | | | depuped, with customer and prospect records |
| reality, owners and executives rightfully place a | | | | residing in one repository. All USPS and |
| priority on delivery and customer service, but a | | | | proprietary cleansing services can be bundled for |
| close second priority is proper communication with | | | | address standardization and correction. |
| those same individuals over the life of the | | | | Improved data quality will allow for more and |
| relationship. Building a CRM out of the internal | | | | more accurate duplicates to be found as well as |
| operations system can provide a foundation, but | | | | improving the match rates to demographic, |
| building on that foundation is the next great step | | | | lifestyle, and behavioral data append services. |
| forward. | | | | Information is available on more than 95% of US |
| Disparate data sources contribute to the | | | | households today, compiled from multiple public |
| challenges of an enterprise-wide marketing | | | | and transactional sources. Data enhancements |
| database. Siloed departments don’t share | | | | include fine tuned demographics, like actual age or |
| or access information easily. In many instances | | | | new mover information, ethnicity, hobbies and |
| different departments manage retail, direct, email, | | | | interests, property and financial characteristics and |
| mobile and telemarketing communication. | | | | buying behavior by channel. Utilizing this data |
| Fortunately, the first phase of building a CRM will | | | | model scores or deciles are applied to improve |
| not require a company to clear this hurdle. The | | | | response rates, including the use of specific |
| first phase is more narrow in scope, otherwise it | | | | personas. |
| would doom the project from the outset. | | | | |