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cCRM :: Infrastructure

Learn more about Connected CRM
Learn more about Customer Strategy
Learn more about Experience Delivery
Learn more about Financial Management
Learn more about Infrastructure
Learn more about Organization

Infrastructure at a Glance

The infrastructure that enables an enterprise cCRM process encompasses the data, systems, tools and technologies required for ongoing management and execution.

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The fourth component of cCRM is a comprehensive infrastructure, encompassing the necessary systems, data, tools and technologies that enable rich marketing activities across the cCRM framework. We see the connections between all of the components as enterprise assets. The tools must be in place to physically make the connections between the media database, the customer database, the digital database, the prospect database, etc., and organize that data to inform decisions. True integration of offline and online data across both anonymous and known identities enables organizations to create connected profiles that help rationalize customer identity and experience.

At the core of the infrastructure is the cCRM platform with a holistic architecture that can share insights to inform any marketing activity, whether it's a display advertising decision in real time or ongoing contributions to an optimization plan. It is based upon a practical approach to cCRM capabilities that is scalable and flexible, adapting to dynamic environments. And it leverages repeatable components to accelerate time-to-market and realize swift but prolonged benefits.

In Depth

Chief Marketing Technology Officer Matt Mobley puts Infrastructure into perspective.

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Infrastructure at Work

Session summary from the 2013 CRM Executive Summit

Presented by: Will Bordelon, SVP, Banking & Finance Practice Leader, Merkle® & Peter Rogers, VP, Technology Solutions Group, Merkle

Merkle teamed up with a leading financial institution to improve its marketing program ROI through consistent messaging of offers across offline and online channels. The ultimate solution was to leverage existing databases to present relevant offers to consumers via real-time channel interactions. This low-cost solution conveniently leveraged existing assets and improved the program ROI through increased conversions.

The project was implemented in three phases. The first phase included storing data in the interactive data platform (IDP) for future channel interaction. The platform provided follow-up information for bankers and closed the loop with the credit bureau. It also allowed tellers to use the banking application to retrieve any available offers for customers. In the second phase, the customers received any existing offers, but were also catered to based on their segmentation and model scores. In addition, prospects and customer hot leads were identified by the IDP and provided expeditious processing. The IDP also provided information to the call center, branch and loan officers to better inform them of the customer profile in this phase. The last phase consisted of representatives identifying previously un-touched customers with offers based on their demographic information. The reps were also able to locate the property information, credit scores and risk measures with the IDP (with proper consent). The IDP also logged the event and provided follow-ups to the bureau as well as follow-up emails to the customer.

The initial project rollout was a great success and the client realized many benefits that the Marketing Intelligence Platform created in partnership with Merkle:

    1. A common interface to provide information on all prospects and customers
    2. Consolidated and consistent customer communication across multiple channels
    3. Consolidation of multiple large data stores into a single environment
All in all, it is evident that you will eventually need to have robust marketing technology architecture in place to support Connected CRM, but you can do this in small steps along the way by leveraging your existing assets. This will help prove out the longer term investments through improved program return.

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