The Campaign Automation Project was the second attempt at introducing a CRM system into AXA Australia. The AXA Marketing department sought to implement an analytical CRM system that would:

1. Automate current manual campaign development and execution processes;
2. Provide a web based tool for AXA advisers to become more closely involved in the campaign      process;
3. Provide the capability to execute more sophisticated campaigns (ie multiple segments, offers and steps) across a variety of channels;
4. Provide improved reporting on campaign outcomes and financial results;
5. Allow improved coordination of marketing communication activities and the execution of an enterprise wide customer contact strategy.

The Campaign Automation Project ran for 15 months, and launched its first marketing campaign via the “Campaign Connect” system to advisers and clients on 31st March 2004. The project involved a wide variety of senior stakeholders across the Marketing, Customer Service, Distribution and IT business units and was delivered on time and budget.

Currently, the newly installed system is managing multiple, complex campaigns across a variety of channels, assisting the business meet its funds under management objectives.

The implementation of a CRM system into a large financial services organisation is generally recognized as being difficult to do successfully. Industry analysts like Gartner, Meta, Forrester etc. agree many CRM implementations fail as a result of:
• inappropriate stakeholder engagement and management;
• complex change management processes required across many business units; and
• the required integration of the CRM system into often complex IT infrastructures.

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