Challenge: To achieve an “Amazon-like” approach to customer communications The company admired Amazon.com’s approach to customer relationship management, one that focuses on leveraging information about user’s buying habits in order to proactively suggest products tailored to the customer preferences and purchasing behavior. “For years we were passively going through the motions of processing customer orders,” explained one of the company’s IT business analysts. “As our industry becomes competitive, we continually seek out solutions that make us stand out as industry innovators and solution providers, not just a manufacturer. We identified the need for improved communication methods as a key business driver to make us the vendor of choice for the cable television industry; pus

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