BMC Software Inc., Houston, is using the Acxiom system as part of the project to update the 30% of customer information that it estimates goes bad each year, and to provide marketing services based on data collected in real-time.
"Early on, we recognized that anything we wanted to do was driving toward a single view of the customer and sharing data in real time," said Mark Meyer, director-CRM for the vendor of high-end systems management and performance software for Global 2000 companies. "Both of those are easy to talk about but problematic to implement. Acxiom gave us an implementation program that identified common data immediately. After that, it has been pretty easy to create linked [customer service] databases."
"At its core, customer relationship management is all about data—sourcing it, understanding it and using it," Nelson said. "This move is designed to allow more firms to get to that data because it allows for departmental solutions, which is often a first step to a broader enterprise solution anyway."
Acxiom is targeting financial institutions, but also has created other stand-alone licenses, Wallis said.
Concurrent with Customer Preference Solution, Acxiom brought to market services aimed at companies that are in the middle of a merger, and a merge-purge service aimed at catalog marketers, other direct marketers and Internet retailers. Also, Acxiom is preparing a service that will allow health care companies to meet expected privacy regulation currently under consideration in Washington, Wallis said.