Manas Kumar, Thinking out Loud

my thoughts & visions for technology

Posts Tagged ‘unified marketing

Integrated Marketing System – What, Why and How

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Integrated Marketing
As a business how many different systems do you use to manage your customer relationships?

Recently I was involved in a consulting opportunity with a company that used Microsoft Outlook for managing contacts; they had no concrete system to manage customer notes, interactions or any other pieces of vital information that can be used for targeted marketing initiatives. When I probed further, I found out that field agents capture notes using MS Word and all such documents are saved on individual machines at the user level – In other words, if John and Mary are dealing with the same customer, one doesnt know what the other has been talking about.

Worse still, their financial system had no links with their already disparate contacts management system (what system!). Now, from my experience in the Small to Medium market this is not an isolated case – lack of appropriate systems to manage customer data is the beginning of digging yourself in a hole you cant get out very easily. Read the rest of this entry »


Written by manaskumar

December 21, 2008 at 11:06 am