Tripping on the cultural hurdle

It has been interesting to see so much focus on customer relationship management (CRM) over the past year in titles such as Marketing Week. But, while most articles acknowledge the technical difficulties of implementing a CRM project, many fail to address the greatest hurdle of all, that of cultural resistance.

People pay lip service to the idea of sharing information. In big companies, however, different departments can be very territorial about their data. Back-office transaction systems contain a wealth of transaction data, while front office systems contain valuable interaction data. If you can tie this customer data together, and use it to analyse your customer base, you can achieve a real competitive advantage. This competitive edge needn’t stop with your existing customers.

Once you understand your customer groupings thoroughly, you can match these profiles to prospective customers, select those with the best profiles, target them with the most appropriate offerings and predict their likely behaviour. Instead of the one-size-fits-all approach of today’s CRM solutions, highly targeted or even one-to-one marketing becomes a real possibility.

Ian Maclachlan

Managing director

Accurate Business Solutions



Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here