A global family entertainment company expanded CRM activities from a market level to a corporate level. This tremendous effort required the hiring of an international CRM team, however they didn’t have the necessary tools or vendor partnerships to execute on the new strategy.
The hurdles began with their database. Outdated, inflexible, and updated on a monthly basis, the database created significant gaps in accuracy and efficacy. The existing campaign application was antiquated and unable to support new channels or tactics, making innovative approaches nearly impossible. In addition, campaign execution required manual intervention, killing productivity and causing the team to miss opportunities.
The team also lacked email response data, preventing accurate response attribution and audience counts.
Simply put, these impediments precluded the desired integration of their international CRM efforts, a situation made even more difficult as their vendor partnership was not valuably adding to this new strategic initiative.