Dun & Bradstreet helps a large office equipment distributor successfully implement a new customer relationship management (CRM) system
The Customer
Dun & Bradstreet’s customer is a leading independent distributor of office equipment, parts, supplies, and related services.
The Need
CRM system implementations can be challenging. With an overall failure rate for CRM projects as high as 50%–70%, this office equipment company knows it has to address underlying data quality issues and integration with other enterprise systems to be successful.
The Challenge
CRM initiatives often don’t achieve their expected return on investment (ROI) because of bad customer and prospect data, costing companies millions of dollars resulting from failed projects and missed business opportunities.
Data quality is a critical success factor for CRM. Lack of attention to cleaning up prospect and customer data and eliminating duplicates can cause end users to resist using the new system and can alienate the very people it’s intended to serve—the customers.
The Solution
D&B Optimizer – Powered by Acxiom can help this customer by cleansing, matching, and enriching its prospect and customer information, transforming it into up-to-date, accurate, and actionable commercial insight. By helping it consolidate and integrate data from multiple enterprise systems to achieve a Single Customer View, D&B Optimizer – Powered by Acxiom can enable this customer to successfully implement its new CRM system, maximizing revenue growth while achieving operational efficiencies.
Dun & Bradstreet’s partnership with Acxiom means that Dun & Bradstreet customers get best-in-class commercial matching and information:
  • Dun & Bradstreet is the world’s largest single source of local and global business information, enabling customers to get enhanced information on more businesses in their databases.
  • Dun & Bradstreet’s partnership with Acxiom adds the largest collection of U.S. consumer data, enabling accurate identification of homebased businesses and providing for increased throughput and capacity.
When companies apply basic data quality techniques, user acceptance increases sharply, and they can realize the expected ROI from their CRM investment.
These capabilities allow the customer to cleanse and de-duplicate its prospect and customer records before even going live on its new CRM system, increasing the confidence of business owners, IT resources, and users. End users can be productive on the new CRM system from day 1.
This customer can realize “instant ROI” by converting only clean and unique data into its new system, eliminating hours of frustration and rework by sales and IT team members.

The Optimizer solution can identify the customer’s records as either “out of business” or “undeliverable,” enabling the team to flag them in the CRM system, alerting users to a potential issue and prompting them to ask the customer for an update during their next sales call or customer service interaction.
The Result
Dun & Bradstreet is the critical success factor to enable effective CRM implementations. By using Dun & Bradstreet to help cleanse and convert its data into the new CRM system, this office equipment company can increase its user acceptance rate and avoid yet another CRM implementation meltdown.
Dun & Bradstreet is the world’s leading source of business information and commercial insight on the companies that are important to your business. With insight from Dun & Bradstreet, you will establish and build significantly more profitable business relationships with your customers, prospects, and suppliers—globally.
DUNSRight® is our patent-pending process that transforms business information into commercial insight. The DUNSRight process includes more than 2,000 automated and manual information quality assurance checks, and is continuously enhanced and updated through the Dun & Bradstreet Worldwide Network™. The Dun & Bradstreet Worldwide Network provides comprehensive global information—more than 110 million business records—collected from thousands of sources together with insight and solutions tailored to the local market.
Customers use the commercial insight produced by DUNSRight to establish and maintain a single view of their customers and suppliers, enabling them to confidently deliver the right solution to the right customer, maximizing revenue growth while achieving operational efficiencies.
Acxiom integrates data, services, and technology to create and deliver customer and information management solutions for many of the largest, most respected companies in the world.
In August 2006, Dun & Bradstreet and Acxiom announced a joint product and technology relationship that significantly increases the speed, capacity, and automation capabilities of Dun & Bradstreet Solutions for Customer Data Integration, the critical success factor to enable effective customer relationship management, business intelligence, and sales and marketing execution.
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