Acxiom, Active Software Form CRM AllianceAcxiom Corp., Little Rock, AK, and Active Software Inc., Santa Clara, CA, announced a strategic alliance yesterday that will allow Acxiom customers real-time access to their internal and external customer data across all touch points.
Specifically, Acxiom's industry-specific customer relationship management solution-Solvitur Enterprise-will be integrated with Active Software's ActiveWorks Integration System, to enable companies to link enterprise systems. The other elements of Solvitur Enterprise are the Acxiom Data Network, which provides desktop access to external consumer and business information, and Business Rules Knowledge Base, which provides client specific "road maps" that guide knowledge sharing.
According to Acxiom, the alliance enables companies to have a single view of the customer across the enterprise, thereby turning data into actionable knowledge.
For example, businesses will be able to provide consistent customer service because they will recognize customers as they interact with the organization regardless of the contact point. This knowledge will form the foundation for businesses to accurately assess customer profitability, predict likely purchase behavior, and deliver swift personalization of all offers to meet the changing needs of today's consumer.
"Our new alliance makes possible a single view of the customer across the enterprise, enabling businesses to establish real-time dialogues and relationships."
Analysts are viewing the alliance announcement positively.
"Integration across customer touch points is critical to a successful CRM initiative," said Dan Sholler, senior program director with META Group. "Partnerships such as this provide a mechanism for enabling the critical cross-channel dimension of the integrated CRM ecosystem."
Acxiom chose Active Software's ActiveWorks Integration System because of its comprehensive business process automation support.
Acxiom will begin immediately offering the Solvitur Enterprise solution to enable companies to fully maximize the CRM applications.