CRM Database Marketing Benchmarking Report

Background My organization - WTCI Access to ACT! Database Account manager example

Objectives Improve WTCI’s database application and increase maturity level o 3 maturity levels: data capture, reactive, pro-active Use database benchmarking to answer the following: o Where are we? o Where do we want to be? o How do we get there?

Marketing Financial Operational Information Management Technology Gap Analysis Review

Pro-active level Highly strategic, futuristic vision, adjusts before challenges occur Reactive Level Has capabilities to overcome challenges, “steering through traffic,” lacks overall pro-active approach Data Capture Level Simple and basic, mainly capture and record customer data Maturity Levels “key”

Operational: High capability for integration change Information Management: Low customer churn Information Management: Low customer churn Technology: Customized interactive design Financial: Likelihood of new business revenue Marketing: Customer communication knowledge Operational: Capability to have functional integration Information Management: Somewhat routine programming Technology: Analytical orientation Marketing : Low response recording Marketing: Little customer service recording Operational: Sales/marketing/services Integration Technology: Database staff support minimal Maturity Level Status

Findings Reactive level in most areas Marketing has lowest database maturity level Many issues are internal

Bridging the Gap Bring to strategy session – must be organizational priority More tech training Department meetings and implementation Quarterly progress updates