PWC rolls out new, global CRM effort

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PWC Consulting, one of Price-waterhouseCoopers L.L.P.’s key businesses, announced Oct. 17 a global branding and sales initiative called CRM Accel. The CRM Accel brand marks a formalized approach by the global information technology consultants to present top-of-the-line customer relationship management systems to their customers.

The end goal of CRM Accel is to produce systems that provide business managers in a wide range of industries with real-world return on investment from a CRM system, said Adam Klaber, managing partner of PWC’s CRM consulting practice, New York.

Today, about $1 billion of PWC’s revenues come from the 7-year-old CRM practice. It employs 3,500 of 38,000 overall PWC employees. The new initiative was more than a year in the works, Klaber said.

Building customer loyalty

With CRM Accel, PWC recommends architecture and best business practices for implementing CRM systems. The goal is to deliver CRM systems that build customer loyalty while also cutting costs to stay profitable, Klaber said.

Accenture and Cap Gemini Ernst & Young U.S. are PWC’s primary competitors in the CRM consulting space. PWC’s Klaber credited those firms, as well as his own practice, for opening up a broader CRM market with each successful implementation.

"CRM is a big business that’s grown from virtually nothing and represents a key interest area for our clients," Klaber said.

The CRM Accel will use hardware and software from such vendors as Siebel Systems Inc., Sun Microsystems Inc., BEA Systems Inc. and CrossWorlds Software Inc.

The move will be watched because PWC is one of the leading CRM consultancies, said Dale Hagemeyer, senior analyst in the CRM practice of Gartner Group, Ridgway, Colo. For example, it has built some of the best CRM systems in pharmaceuticals, he said.

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