Cossette’s new Resonance fills gap

Cossette Communications is the latest agency to roll out a customer relationship management solution in a bid to help existing clients, and especially new prospects, harness customer knowledge.

Cossette Communications is the latest agency to roll out a customer relationship management solution in a bid to help existing clients, and especially new prospects, harness customer knowledge.

The CRM solution, dubbed Resonance, is the amalgamation of services from three different Cossette divisions, says Revital Morom, managing director of Resonance: Blitz (direct marketing, database management and sales promotion), Cossette Interactive and Proximi-T, a Montreal-based systems integration company in which Cossette has a 40% interest.

Each of the three business units will continue to operate as usual, applying the new proprietary Resonance ‘customer-centric’ approach to CRM. The four-step solution diagnoses a company’s CRM requirements; integrates a solution that focuses on the marketing and sales opportunity along with customer service; implements the system; and finally, measures and evaluates.

All Cossette clients will be exposed to the Resonance offer, says Goodwin Gibson, VP of Blitz, but the biggest growth opportunity will be to go into areas and companies where Cossette is not currently operating.

‘A lot of companies haven’t realized the opportunities that exist in their customer data and to be perfectly honest, the first generation of the CRM marketplace has been dominated by technology and operational-management solutions vs. marketing solutions,’ he says, adding that there’s a major gap in not only aligning a client’s marketing systems with their CRM initiatives, but in positioning it [marketing operations] as the driving force.

Over the last year, direct agencies in particular have been arming themselves with more sophisticated analysis software and CRM software suites. Some examples are Proximity Canada, the product of the amalgamation late last year of BBDO Response and BBDO Interactive, Lowe RMP’s Analuein, an advanced database analytics and relationship marketing company launched this summer, and Wunderman (formerly Impiric, which has undergone a three-year transformation to integrate the different disciplines under one roof).

‘What we’re seeing is the ‘operationalization’ of the marketing communications process – agencies need to embrace the new marketing automation and analytic technologies that are out there to enable us to truly deliver on the promise of one-to-one marketing,’ says Gibson.

‘In many ways, CRM is a natural extension of a lot of very common direct marketing practices, and direct and database marketing practices – the agency world and the marketing world in general have been slow to respond to the CRM challenge. We’re just beginning to see our market’s response to it.’