ROYAL IMPRESSIONS -- Getting With The Program

As an example of the system's flexibility, the director of CRM programs points out that a recent deployment is designed to support up to 8,000 users. Each is going to be able to place orders for customized and personalized pieces on a monthly basis in quantities in the hundreds.

The nature of the marketing programs and client base mean that a need for design services can also figure into the package. Again responding to demand for tight turnarounds, 10 years ago Royal Impressions bought a three-person design firm it had been sending work to on an outsource basis. "We need to have that capability in-house," DeSantis says. "Today we have six quality designers on staff to go farther upstream with clients and to add value."