Customer Relationship Management Systems Handbook

Case Studies in CRM 187

a long-term process that focuses on the life cycle of customers instead of

looking at a sale as a singular occurrence.

The project team worked with HP’s corporate CRM strategy groups to

develop an e-mail marketing strategy that would fit into the larger CRM

framework. The e-mail project focused on e-mail marketing while coordinating

its efforts with the larger corporate strategy that included other customer-facing

groups like call centers and customer service teams.

To meet the requirements of both groups, the team developed a comparison

program to find out which type of marketing campaign best suited each

customer’s individual preferences. A carefully controlled pilot project was

initiated to compare e-mail campaigns with direct-mail ...