ACRM supports very comprehensive customer information that can be simple when it needs to be and more powerful only when needed to represent the real world.
Simplistic Customer Data
ACRM is able to support a simplistic set of customer data where that is applicable. In this context, customer information may include:- Mandated Person name and contact details. Mandated Address and location details. Optional Company name and registration details.
Where the business requirements demand that a customer may operate from more than one location, then ACRM supports extra address and contact people data. Any customer company may operated from one or many postal addresses or offices.
Where the business requirements demand that a customer may have more than one contact, then ACRM supports extra contact people data. Any customer company may be represented by one or many contact people.
Multiple Offices with Multiple People
A three-tier data structure is supported as:- 1. Each customer company may operated from one or many postal addresses or offices. 2. Each customer company may be represented by one or many contact people. 3. Each customer office may be represented by one or many contact people.
Take a customer such as a major retail chain that we will call "PCW". "PCW" is a company with UK registration and VAT numbers - credit rating data may be recorded. "PCW" has a head office address and a primary head office contact person such as the Finance Director. The primary customer record holds the company, address and primary contact data. Let us imagine that "PCW" has many remote retail stores and each retail store has a Manager. Secondary customer records hold the store address and primary contact person data. Additional customer records can be added to hold extra contact person data at each location. For each contact person, their chosen contact method and details of how and when they opted-in to recieve different types of information must be recorded. Every communication with the customer contact must include the option to opt-out. After a customer contact has opted-out, they must not be sent any futher marketing information until they have formally opted-in.
CRM Example Summary
Three types of record may be deployed:- 1. Each customer company record holds one company, one primary address and one primary contact person details. 2. Each customer address record holds one address and one primary contact person details. 3. Each customer person record holds one contact persons details.
Focus is on contact people and their details that are subject to data protection and PECR regulations. 1. Each contact person must formally opt-in before they can be sent any marketing information. 2. All data that involves a contact person is subject to data protection relationships as far as encryption, authentication and disclosure is concerned. It is very possible that manual methods of working have not evolved to comply with all the current legal regulations. For example: is evidence recorded of how and when each customer contact has opted-in to recieve marketing information?
Obsolete Spread Sheet
The flexible and variable nature of customer relationship data structures is why it cannot be easily supported by a simple spread sheet or addesss list. Many people have tried to represent customers in a flat table, but the inherent limitations lead to inefficiencies and potential corruption. ACRM has evolved over many years to cope with the most exacting CRM data representation requirements and can support a simple data structure when that is applicable and can support more comprehensive data structures then those are applicable. The key factor is that ACRM does not have any inherent limitations - it can handle all real-world customer information.