Hill, Holliday Revamps CRM Division

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Hill, Holliday, Connors, Cosmopoulos has instituted changes in its customer relationship management business. The Boston agency has renamed its MSP Group as Hill, Holliday CRM, introduced new management and boosted marketing technology offerings.


"We think that CRM is a more encompassing way of describing the full spectrum of marketing requirements our clients have than MSP," said Laurel Rossi, executive vice president of Hill, Holliday. MSP stood for Marketing and Sales Productivity.


Tony Mayo has been appointed senior vice president and general manager of Hill, Holliday CRM. Mayo previously was acting CEO of Epsilon, a database management company.


Complementing these changes is a new set of applications for companies to identify and target prospects and boost customer relationships. Specifically, the agency's Prospect Compass will use demographic overlay data along with modeling techniques to qualify leads for customer acquisition. Using this process, the agency said, companies can optimize their disparate sales channels and decide whether e-mail, telephone, direct mail, direct sales or some other channel is appropriate for prospecting.


"Clients will now be able to come to one supplier who can manage current customers and cost-effectively find prospects and, of course, be able to execute advertising and marketing programs," Rossi said.


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