Glaxo Taps TargetBase for CRM Solution

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Pharmaceutical firm Glaxo Wellcome Inc. has tapped TargetBase Marketing's new customer relationship management solution, called Adaptive Relationship Management, as its core consumer database platform for all direct-to-consumer marketing programs. The solution will allow Glaxo to manage and centralize communication channels, including Internet, direct mail, teleservices and direct response TV.

"Many of the components [of Adaptive Relationship Management] aren't new, but the part that is is the arrangement of the various technology aspects and data management tools that allow for scalability and adaptability over time," said Chuck Drake, senior manager of relationship marketing at Glaxo Wellcome, Research Triangle Park, NC.

TargetBase has developed and evolved customer relationship management solutions over time for its clients, including Procter & Gamble Co., Southwest Airlines and Cox Communications. "The idea was to completely create an integrated customer relationship management approach that allows the organization to adapt to the customer," said Doug Barton, senior vice president of TargetBase Marketing, Greensboro, NC, a database marketing division of Omnicom Group Inc.

The elements that form the basis of the new solution also make it possible not only to adapt and tack on new features over time, but to carry out CRM and brand building companywide, rather than limiting it to one area such as customer service or sales. ARM has the ability to take a lot of information from many sources to manage the customer contact chain from a central place across all communications. "It gives you a big picture view of a customer," Barton said.

The ARM model includes not only the database technology element, but also the analytical and strategic elements of understanding and acting on customer data. "Organizations around the country are investing heavily in the technology to deliver CRM, but they're not investing enough in the analytics of valuing the customer and understanding the impact of building the relationship," Barton said.

Glaxo Wellcome chose Targetbase's ARM solution over other products in the marketplace to manage its direct-to-consumer programs because of its flexibility. "I think the big difference is that it's not limited and therefore doesn't rely on any single proprietary component, which would limit us from keeping up with future technological enhancements," Drake said.

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