An integrated Customer Relationships Management system (CRM) that focuses on the customer experience through improved customer engagement across marketing, sales, customer service, e-commerce and all other customer-facing channels has been implemented. Master Data Management (MDM) has been a critical success factor in constructing optimal customer relationship management (CRM) processes.
As a result of IT infrastructure growth over the recent years, different company departments developed different software tools, accumulating various kinds of policyholder and prospect customer data, causing this data to be spread across multiple non- related databases, with no reliable single source of customer information, The data collected from different sources had to be manually processed, synchronized, cleaned up from duplicates, in order to run marketing campaigns and generate pipeline and forecasting reports – all manually or semi-manually, in a non-transparent manner, taking sizable amount of time for data consolidation. The company realized the need to store and maintain the current and prospect customer data in one place, and have all departments use it as their only source of customer data.
The company developed a long-term CRM strategy, involving all employees to use a CRM tool for any customer interaction, including direct contact and marketing campaigns. We were hired for CRM consulting, software development and system integration – and took part in requirements gathering, specification writing, and eventually developing and testing the CRM tool, importing the consolidated customer and prospect data and launching the CRM tool. The CRM tool itself was integrated with other company-wide software components, such as the policy management system and the document management system. Additionally, we automated the process of importing quarterly updates from a 3rd party provider of prospective customer data, automated the process of equal distribution of the leads among the direct sales representatives, and developed many more company-specific features around such CRM entities as accounts, contacts, events (corporate and individual calendars), opportunities, forecasts, action plans, client tickets, campaigns (with highly customized process of building target lists), documents, automated reports and workflow automation.