Saturday, April 19, 2008

Solid Success Through ACT CRM Software

Before ACT!, a division of a Canadian printing company experienced a typical response rate of 5% or less in their direct mail campaigns (data from Direct Marketing Association or DMA). After fully integrating ACT! CRM (customer relationship management) software into their business, their direct mailing campaign response rate rose, not only by 10, 20 or 50%, but to a whopping 74%! Not only did this increased response do well for the bottom line, but it also garnered a DMA 2006 International ECHO Award for the company. This just goes to show the power of being able to create a targeted campaign with specific products for specific customers. ACT! software made it possible for this company division to re-organize their customer care focus in a more detailed manner.

According to a VP, it was not possible for them to generate targeted lists in so very short a time and with very high levels of precision. With the addition of ACT! CRM to their system, they were able to do all of it in one single day.

Prior to installing ACT! CRM in their system, the company suffered through inconsistency and lead tracking methods. In addition, customer information files had no hub or centralized location. They agonized over the amount of time wasted searching for files from different departments. The entry of ACT! provided a solution for all of these problems by standardizing marketing and sales methods and providing a central database where all files are stored and organized. Today, their concerned employees have access to the central database to use for quick referencing customer information sheets. The need to run around from one department to another has been eliminated. This gave the company the benefits of efficiency and increased productivity.

The level of success that ACT! gave them has prompted other divisions of their company to look into acquiring the same CRM technology currently in use by this one single division. ACT! software provided a solution that gave them the necessary push to move ahead of other divisions in terms of sales performance.

To fully utilize the benefits that they received from ACT!, additional ACT! add-on software was installed to provide them with automated email marketing and response tracking capabilities. They got all of these benefits by integrating Swiftpage with their current ACT! CRM system.

The beauty of ACT! software lies in it?s compatibility with Outlook, Palm OS and other handheld devices. This compatibility eventually evolved into remote interconnectivity where field personnel with the right equipment are able to access the central ACT! database. This assistance that this system provides sales personnel on call is priceless. Just before knocking on the client?s door, a sales person may extract the client?s information from the database in order to come up with a definitive strategy that will entice the client to buy.

There is a lot more to ACT! than what is written here. Of all that is written though, one thing cannot be denied. Utilizing ACT! software helped a company rise from the doldrums, all the way to the pinnacle, in just a few short days.

Sayed Ally, is the lead CRM Analyst. His company provides, ACT! Software. Sayed can be reached at Tel : (905) 815- 1995 ext 22, email:

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