InteractCM - Fact Sheet - Advanced Customer Profile

All Customer Management systems rely on customer information. Knowing what is the relevant customer information and having it available at just the right time for each and every customer is crucial to maximising the return on a Customer Management investment. Customer Information is the foundation upon which successful Customer Strategies are built.

Typically, sources of most of the Customer Information are the legacy product systems where demographic data is primarily collected to support the administration of the customer's products and services. The usefulness of much of this data is limited, and it needs to be significantly augmented and enriched for relationship marketing initiatives to succeed.



	Poor response to marketing offers
	Difficulty in identifying what is the right product offering for each customer
	Increased rate of customer defections for no apparent reason
	Duplicate offers to the same household
	Inability to react quickly to competitor's product initiatives
	Increased customer complaints about inappropriate communications


	Retain high value customers by influencing the behaviour that is important
	Acquire and target more potential high value customers
	Effectively target customer groups at differing stages of their relationship
	Identify opportunities to increase revenue
	Differentiate offers/value propositions within a CRM program
	Dramatically improve response rates to marketing efforts
	Achieve better results from Customer Management programs earlier

InteractCM's Advanced Customer Profile (ACP) is the comprehensive summary of all key Customer Information needed to support a Customer Relationship Management (CRM) strategy.

The Business-to-Consumer ACP, incorporating 108 data elements, has been compiled to give our clients a fast start to implementing a CRM program. InteractCM uses the ACP to identify critical missing and/or deficient customer information, to prioritise the collection of information and to enable effective customer segmentation.

The ACP and associated data models effectively become the framework upon which the CRM strategies are deployed and profitable marketing programs are executed.

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