ICT is a factor that can no longer be ignored when managing commercial business processes. That is why databases with client and contact information play a major role. Many companies already have one of more systems for managing client relations. In practice, the functionality and flexibility of these CRM systems often seem to fall short as regards the operational steering of marketing, sales and service processes. For example, they do not do enough to help manage the execution of complex multichannel DM programmes. This is by no means a disqualification of these systems; they were simply not made for this.

In theory, custom expansions on standard systems are always an option. Companies that have tried this in the past have eventually found out that it is not easy. However, linking ‘best-of-breed’ systems offers an excellent alternative.

We recognised this situation early and on the basis of this have implemented an in-house Campaign Management and Execution System (CMES), based on best-of-breed IT components. Using this platform we can seamless fit into common CRM and ERP systems as well as on internally developed company systems.