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database management for professional services

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HEWLETT-PACKARD

HP is the leading provider of Computer and Imaging Solutions and Services in the world. With over 80,000 employees world-wide and 540 offices in 120 countries, it is also one of the largest. As such it has many customers and potential customers and a huge diversity in its customer touch points. Effective management of these touch points has always been important to HP , particularly in today’s tough economic conditions.

One of the key challenges facing the Marketing Organisation in the UK has been the management of the vast amount of information that is generated about its customers and prospects. To help them master this challenge HP selected Shamrock Marketing in 1994 to provide business to business database management solutions.

Rachel Mann, Marketing Operations Manager in the UK says "We first asked Shamrock to provide response handling services for an event we were running in a number of locations across the UK. The post event analysis they provided was so useful in understanding who had attended and what had been of interest to them that we asked them to help us develop an end user database solution. I think it’s an indication of the success of our relationship that seven years later, whenever we have a data or database need we turn to Shamrock".

Shamrock was set up to provide consultancy and database management solutions to organisations operating in the business to business environment, whose client databases must support the development of multiple relationships with key decision makers in their target customer and prospect organisations. Shamrock have more than 12 years experience of defining, implementing and managing database marketing solutions.

Unlike many that offer Database Marketing services, Shamrock’s solutions are not dependent on the technology. All too often data issues are confused with system issues, and this can become a roadblock, especially if the system infrastructure is a "given". Shamrock have chosen instead to focus on working with our clients to clarify the business rules governing the ownership and management of data and focussing on delivering a solution that supports these.

Naturally as the market place changes, clients’ requirements change and the nature of the service provided by Shamrock to HP has had to evolve to meet those changes. The most recent change was the world-wide implementation of the Broadbase eMA system for Customer Relationship Management by HP.

Mann goes onto add "Many database companies would have been threatened by the implementation of a new system, but the great thing about Shamrock is that they can adapt themselves to our needs, rather than us having to adapt ourselves to the technical platform they happen to be running. This suits us as it means we can carry on working with our preferred database marketing agency".

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