ENTERPRISE IT

memorable one . This aspect of the customer relationship is invaluable . A CRM without a trusted data foundation is not suitable to meet customer demand in the future .”

JOCHEN TOEPFER SVP PROFESSIONAL SERVICES , ACXIOM

Downsides and challenges Hill accepts that there are bound to be challenges when it comes to implementing new significant investments and systems , but getting the approach to the challenge right means they don ’ t have to be detrimental .

“ You ’ re always going to have a plan when rolling out something that ’ s going to change the way you work so fundamentally across a large organisation . Implementing any CRM platform isn ’ t an IT project , it ’ s the catalyst for what you are trying to do .”

He adds : “ The critical thing is to have sponsorship from the very top , either from the head of sales or the CEO . Plus from day one you need to clarify the business needs to be embedded in the centre of the project , to help the IT guys and other consultants involved design the outcomes needed . If not , it won ’ t be truly successful .” And Higgins warns it ’ s important that any CRM employed by an enterprise suits both its operational needs and customer expectations . “ All businesses differ in what they sell as do the expectations of their target audiences . This means they must ensure they have a fit-for-purpose CRM deployment or else they run the risk of providing a poor , or inconsistent , customer experience .”

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