Companies want to use all their accumulated customer data in their CRM strategies to better market products and serve customers. This can be difficult when some information resides in legacy applications, while other applications are based on CRM systems. In the past, consolidating the different data sources required intense programming, lengthy trial and error, and expensive professional services, with no guarantee the results could be output without errors.

"Now, new ITP/CCM software removes obstacles that prevent full use of CRM systems and customer data and brings customer correspondence management to the CRM platform. Enterprises can leverage the full value of their CRM investment without large expenditures of programming time and money to involve their legacy applications," said Geoffrey Boisvert, General Manager of Aia Software North America, Inc.

Synchronizing Customer Profiles for Better CRM

Created separately, legacy and CRM databases may hold multiple or conflicting profiles for the same customer. Changes made to the CRM system might not be updated in legacy applications, leading to incorrect or inappropriate communications. For example, information may be sent by mail rather than email, despite the customer's preference recorded in their CRM profile.

ITP/CCM eliminates this confusion and ensures organizations can automatically communicate with customers according to their stated preferences. It synchronizes with the CRM system to identify the customer's communication profile and follows business rules to ensure proper communications to each customer from anywhere across the enterprise . It combines, improves and distributes all company correspondence output irrespective of which application generated the content. The result is a more accurate, efficient multi-channel communications strategy.

Optimizing Legacy Output for Multi-channel Delivery

ITP/CCM enables use of popular communication channels such as email and Web portals for legacy applications. Organizations can combine output from different business applications and prepare it for multi-channel communications such as email, online and print. Companies can also consolidate multiple output streams into a single envelope, eliminating extra print and postage costs. (continued...)

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