Graham Ede launches customer management company Blueview

LONDON - Graham Ede, founder of Ion Group, is launching Blueview, an integrated customer management group.

The company's blueprint is to provide organisations with "true choice" over exactly which areas and elements of their customer management they outsource.

The Blueview Group currently consists of one design digital creative business and two contact centre businesses. It will shortly include another digital business covering web/mobile and in April Blueview aims to close a deal on an experiential business.

In addition it has strategic partners in place to cover areas such as affinity and data.

Ede said that the idea is to satisfy clients' desire for "an agency that can cover more than one delivery rather than having five agencies on the go".

He plans to go through another series of acquisitions in 12 months time.

Ede started his working life in the automotive industry and then went on to found customer contact management business Ion Group in 1994. Ion Group was sold to Moon River Group in 2004, where Ede became group chief executive.

He then managed the group through to an acquisition by Arvato Services, part of Bertelsmann, in 2007.

Blueview claims to offer all aspects of a customer development strategy and service delivery infrastructure including: customer analysis and insight; strategy development; multi-channel CRM and communications; campaign management; and closed-loop programme refinement.

Strategic consultants help clients to analyse and understand their customer experience, identifying any shortcomings as well as areas when improvements will be delivered.

Blueview's next step is to identify operational marketing and CRM strengths and weaknesses, in order to build a tailored service offering for each client that corrects any weaknesses while retaining existing strengths.

Ede said: "Organisations wanting to attract, keep and develop customers, are fed up dealing with organisations that try to sell them the service package they want to sell, rather than the solution the client really needs to buy. 

"Our vision is to put the client first, and deliver the precise marketing or CRM solution they really need.  Because we have capabilities across all touchpoints, our objectivity is assured."

Stephen Dover has been appointed chairman of Blueview and Darren Ponsford is strategy and planning director.

Dover was formerly a founder partner of Dover Childs Tyler, media accountant and business advisers. He subsequently became CEO of Complete Communications Corporation, the holding company of Celador, which produced 'Slumdog Millionaire'.

Ponsford was previously group director of regional development at CRM agency Wunderman for seven years and was globally responsible for the Ford Motor Company brands.

After Wunderman joined Suzuki GB as head of marketing, responsible for refocusing the company around CRM and shifting the emphasis to a fully integrated approach.



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