The area of CRM practised by AHL is focused on putting your customers in the centre of everything you do. Often it is actually refered to as Customer Centricity.
This CRM process is all about tracking specific behaviour and characteristics - Marketing to the differences rather than the averages. When implemented correctly, CRM provides a platform that enables you to truly leverage each and every customer contact.
In order to get results to everyone's advantage you must be able to maintain an ongoing dialogue with your customers - communicating with them using the right message, via the right channel, at the right moment in time. This applies to both in-bound and outbound communications.
For the first time ever, CRM allows Marketers to co-ordinate and integrate above and below the line Campaigns to get more "Bang for their Buck". Effective CRM also means that you can analyse customer profitability and the fiscal impact of Customer Channel Migration.