Category Archives: Customers

How Protected is your PHI?

I live in a very small town in Maine. I don’t spend a lot of time thinking about my privacy. Some would say that by living in a small town, you give up your right to privacy because everyone knows what everyone else is doing. Living here is a choice – for me to improve my family’s quality of life. Sharing all of the details of my life – not so much.

When I go to my doctor (who also happens to be a parent from my daughter’s school), I fully expect that any sort of information that I share with him, or that he obtains as a result of lab tests or interviews, or care that he provides is not available for anyone to view. On the flip side, I want researchers to be able to take my lab information combined with my health history in order to do research on the effectiveness of certain medications or treatment plans.

As a result of this dichotomy, Congress (in 1996) started to address governance regarding the transmission of this type of data. The Health Insurance Portability and Accountability Act of 1996 (HIPAA) is a Federal law that sets national standards for how health care plans, health care clearinghouses, and most health care providers protect the privacy of a patient’s health information. With certain exceptions, the Privacy Rule protects a subset of individually identifiable health information, known as protected health information or PHI, that is held or maintained by covered entities or their business associates acting for the covered entity. PHI is any information held by a covered entity which concerns health status, provision of health care, or payment for health care that can be linked to an individual.

Many payers have this type of data in their systems (perhaps in a Claims Administration system), and have the need to share data between organizational entities. Do you know if PHI data is being shared outside of the originating system? Do you know if PHI is available to resources that have no necessity to access this information? Do you know if PHI data is being shared outside your organization?

If you can answer yes to each of these questions – fantastic. You are well ahead of the curve. If not – you need to start considering solutions that can

I want to researchers to have access to medically relevant data so they can find the cures to some horrific diseases. I want to feel comfortable sharing health information with my doctor. I want to feel comfortable that my health insurance company is respecting my privacy. Now to get my kids to stop oversharing.

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Keep the Ring, Get Me an iPad: Emotional Vs Rational Marketing

Rational Marketing

Rational Marketing

The holidays that just passed weren’t the only thing to celebrate, according to historical trends. As we moved from December into 2015, how many of you were seeing a lot more engagement announcements on Facebook, or even became engaged yourself?

December is the most popular month to get engaged (according to wedding website TheKnot.com), so it’s likely many of us gearing up for the typical spring/summer calendar full of weekend weddings.

While December is not known as a big month for weddings, it is a big time for jewelers, including the months leading up to it. Diamonds, gold, and other fine jewelry become very popular purchases at this time.

Fine jewelry is an emotional buying decision, which you can see from the jewelry store commercials that evoke sentiment for our loved ones.

But that emotional pull to purchase diamonds, gold and precious stones could be changing significantly.

Diamond sales are down this year – but what is up? Technology-related gifts, including smart phones, tablets, and other functional devices. To understand why, all you have to do is think about the ages of people getting engaged: 18-34 year-olds.

People in that age range who are getting engaged right now just aren’t drawn in by the emotional purchase of fine jewelry anymore, if they ever were. They value technology purchases.

But it’s not just function over form. The emotional motivation behind a purchase (whether technology or fine jewelry or any high-dollar item) is always there.

“Status for this generation isn’t about money — it’s about attention,” said psychology professor Kit Yarrow in a recent Pacific Standard magazine article. Therefore, a smart phone is considered a better gift (and better use for the money) than fine jewelry, since it allows you to share your life and stay connected much more than a gold and diamond ring can do.

As the article notes, using technology to create “an everlasting Facebook album from that scuba diving trip in Bali says so much more than one lone photo of a pave diamond necklace.”

WHAT FUELS YOUR BUSINESS DECISIONS?

The average decision process for a consumer making a purchase is estimated at 80% emotional and 20% rational, according to an annual customer loyalty report from Brand Keys.

It’s interesting to think that the car in your garage, or the shoes on your feet, could have ultimately been something you felt you wanted (80%), and then justified the need for later (20%). Brands, especially in the luxury market, depend on this ratio.

This realization brings us to your business planning as we begin 2015. What guides your business decisions as a data-fueled marketer: emotions, or rationale?

How do brands make decisions about how to operate, what customers to market to, where to locate stores, what marketing campaigns to do, and many more strategic plans? It needs to be much more in the “rational” category – but how do you do that as a data-fueled marketer?

As consumers, we are emotional creatures without even realizing it. That can be a habit we bring to other things in our lives as well, including decisions at work.

Since your customers still have emotional reasons for making a purchase or using a service, the only thing that should be emotional is your messaging to your customers; not your planning. Creating customer profiles and making decisions from them should never be solely a ‘gut feeling’ or only based on your professional instincts.

At the same time, we all know that in our work, over time we develop good instincts about what we do. We learn to trust our sense of what will work or won’t work in the market, or in the supply chain, or within product development – whatever it is you do. You can never ignore that, because no one can completely predict the future with total accuracy. You have to trust your experience and knowledge to lead you.

Turn the 80/20 ratio on its head, and instead focus 20% on emotional thinking and 80% on rational thinking. Make your brand’s business decisions and planning based on good data.

Who are your customers? Where do they live? What do they do and what are their preferences? Basing the answers to these questions only on what has worked in the past, or what you think your customers should want, will only lead to bad business decisions.

The first step, however, is to know that your customer data is valid and complete. Gartner estimates that 40% of failed business initiatives are due to bad data. Validate, correct, and enrich your customer data before you use it. Then as a truly data-fueled marketer, you can use the 20/80 ratio properly and steer your brand to a great 2015.

For more about data quality best practices, check out this white paper written for marketers that goes beyond the basics.

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Smarter Dummies, Connected Hangers and Personalized Mirrors!

Smarter Dummies, Connected Hangers and Personalized Mirrors

Smarter Dummies, Connected Hangers and Personalized Mirrors

With CES and the NRF Big Show just over and many exhibitors talking about the “Internet of Things” below I take a quick look at what is happening for retailers with the “Internet of Things”.

Consumer demand is driving the adoption of IoT as they embrace the new technology to improve health (Garmin Vívoactive), energy savings (NEST), safety (BeClose) and a better overall experience including shopping (beacons?). However, getting the balance between privacy, intrusion and relevance can be tricky for both the retailer and shopper.

While shoppers are willing to give up some level of privacy in return for personalization, I am not convinced most are ready of what the “Internet of Things” brings. I recently purchased a smart TV and was surprised when I was asked to accept terms and conditions before using, what are they capturing, how will it be used, will I see any benefits?  Retailers need to demonstrate value and trust to the consumer.

While RFID has been around for many years the next wave of intelligent “things” bring both opportunities and challenges. Retailers need to decide which ones truly enhance the shopping experience.

“Psst! It’s Me, the Mannequin. This Would Look Great on You.” (Rachel Abrams, NY Times)

Smart Dummies (mannequins) – Last year House of Fraser started rolling out beacon-enabled mannequins to engage directly with shoppers and passers-by. Shoppers within a 50-metre range will receive information from the mannequins, which may include details about the clothes on display, with links to make a purchase from a website, or details of where the outfit can be found in the store. The next step could link customer preferences, profile and past purchases and suggest matching accessories, check customers size availability or monitor how long they browsed and offer a digital coupon.

Connected Hangers – While you browse through the racks, real-time reviews are displayed on the hanger, size availability or images & videos displayed on screens showing the garment in use. Retailers can capture how popular an item is but never purchased.  Taking the clothes and hanger try on could provide personalized recommendation on shoes and accessories.

Personalized Mirrors – I recently read an article in Time (Dec 29th) about Rebecca Minkoff’s new store in Manhattan, where they installed a giant mirrored panel showing images of models walking down the runway. The panel acts as a mirror and touchscreen, where shoppers can order up a personalized fitting room, offering style tips based on their selection. This is connected to a mobile app that saves their browsing history and style preferences for their next visit. When a customer is ready to purchase a sales assistant takes payment on an iPad.

In future blog I will discuss how location based services are machine-to-machine technologies are impacting retailers and consumers.

Data Privacy

With so many devices connected and larger volumes of data captured this raises concerns around data privacy and security. In the past year we have seen too many stores on data breaches and retailers. While shoppers are prepared to share more information for relevance they expect you to keep it safe and secure. Retailers must have a solid data governance framework and process in place or risk losing the trust and loyalty of their customers.

Sensor Driven Analytics

The Internet of Things presents retailers with a wonderfully opportunity to understand and engage the customer like never before. However, retailers need to manage the explosion of data available through smarter devices to gain insight into shopper behaviours and preferences and turn into a more rewarding experience for the consumer.

However, before loading an analytics engine they need to ensure the data is clean, connected and safe. Without this any decisions made are flawed and will impact their brand and ultimately the bottom line.

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Keeping the Customer Happy with a Great Customer Experience

Great Customer Experience

Great Customer Experience

Many retailers struggle to deliver a great customer experience to each and every customer at all times. There are so many things that can go wrong. You may fail to deliver on time, you might be out of stock, there might be no product information available or the product might not match description. A sales assistant may not be aware of current offers and assortments available through other channels, lack visibility into stock levels or the customers past purchase history, thus leaving a poor impression and possible lost sale. Delays when contacting customer service frustrates customers who are eager to share their experiences.

62% of global consumers switched service providers due to poor customer service experiences (Accenture Global Consumer Pulse Survey)

Issues with keeping everyone happy have been around since the beginning of trade and as trading has evolved, the underlying rule remains the same – keep the customers happy! Retailers who move beyond just selling to the customer and focus on creating the shopping experience customers want will see higher retention rates and increased spend per shopper.

Other factors like good quality of the products and competitive pricing play a huge role as well but taking care of the consumer is even more important. At the end of the day, shoppers have more options and opportunities to purchase from your competitors.

While multi-channel commerce has gown, many people are shopping not because they really need the products but because they like the experience of shopping. The better the experience is (which includes an amazing customer service) the more likely it is that the customer will come back and make a purchase in store or online. However, if they run into issues with the retailer, not only will they complain and never come back but they will tell their friends, damaging your brand and hurting the bottom line.

News of bad customer service reaches more than twice as many ears as praise for a good service experience. (Help Scout)

Today retailers realize the importance of great customer service and that’s why they train their staff to be friendly and helpful to the customers at all times. Studies have shown that people are reacting very positively to this kind of treatment and not only are they more willing to spend more money but also remain a customer a long a time.

People want to be treated right but they also want to feel important. That’s why retail businesses nowadays go an extra step and use technology and access more data like past purchases, preferences and trends to enhance the customer experience. Even if a customer had a bad experience smart retailers are leveraging customer insights to  turn any bad situation around fast. Customer service representatives can responsive to any situation with all the information they need in real time or a highly personalize offer can be delivered to their smartphone.

A 5% increase in customer retention produces more than a 25% increase in profit. (Bain & Co.)

Retailers also have access to different social channels where they can influence and respond to what their customers are saying about their services and products and can use this instant feedback to make changes quickly and precisely.

In today’s world retail businesses have a great advantage compared to the ones that were operating even 5-10 years ago and if they are prompt in addressing concerns they can minimize the negative affect on their operations very easily. Each satisfied customer is not only going to spend money but they are going to advocate for the retailer which is a very powerful thing in business in the long run.

That’s why today successful retail businesses are turning data into insight to make sure that any problems and concerns are addressed promptly and efficiently, and deliver the experience customers desire.

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Data as a Service will ensure that 2015 will be known as “The Year of the Customer!”

Data as a Service

Customers are at the center

Not so long ago, customers were simply faceless names and transactions understood through disjointed sales data and potentially inaccurate contact information.

Over the past few years, we’ve seen companies across industries make remarkable business transformations to become customer-centric organizations. These companies understand that customers are no longer loyal to brands or products alone. Instead, they’re loyal to companies who provide the optimal, most personalized customer experiences.

By understanding more about their customers, their interests, and their interaction preferences, organizations can ultimately encourage increased sales and usage of their products and services.

As we begin 2015 and predict what the next trends will be, I believe that this year will finally be the year that customer centricity becomes the norm – and effective management of data will play the most critical role to date in getting companies to reach their customer centricity goals.

But it won’t necessarily happen overnight. So how should companies get started with this effort?

“A requirement behind customer centricity is the ability to understand customers at a fairly granular level and to be able to identify the customers or the segments of customers who are valuable from the ones who aren’t,” writes Peter Fader (Co-Director of the Wharton Customer Analytics Initiative at the University of Pennsylvania). “If you can’t sort out your customers — if you can’t look at them and know who is good and who is bad — then you can’t be customer centric. That’s step one.”

More and more companies are working through strategies for what Peter Fader describes as step one. They understand their data, and explore ways to utilize this information to gain valuable insights. For example, consider the advancements that Citrix achieved (read more in this case study). By better understanding their customer data, they saw a 20% improvement in lead conversion.

The organizations that have a better understanding of their customers are leading the way by utilizing technology to ensure data accuracy. If their contact data (address, email, and phone) is correct, then they can effectively reach that customer without fail. If their contact data is poor, connecting with customers becomes impossible and can ultimately impact their ability to compete.

Companies like BCBG understand this and are utilizing data quality services to reach up to 15% more customers (read more in this case study).

As companies continue to understand their customer data, they’ll look to fill in the gaps. Sometimes, these gaps are obvious. If a customer’s contact profile has a hole in it – for example a missing phone number – it becomes clear that the hole must be filled.

Utilizing Data as a Service enrichment and validation capabilities, organizations have the opportunity to clean up missing data without wasting a high value customer interaction to ask for their phone number. Instead, they can spend their time selling to this customer.

In addition to filling the contact profile gaps, Data as a Service subscription data is also a great way to expand the view of the customer and learn more about them. Companies can enrich their customer profiles with demographic information or industry data to round out their customer profiles, further supporting their customer-centricity goals.

In 2015, we will see companies utilizing their customer data to form a deeper connection and ultimately increase sales. The habit of “Speaking at” customers will fall by the wayside of true engagement. If customers are the lifeblood of an organization, then, in 2015, we’ll see more and more companies leveraging Data as a Service to increase customer loyalty — and ultimately fuel business growth.

 

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Imagine A New Sheriff In Town

As we renew or reinvent ourselves for 2015, I wanted to share a case of “imagine if” with you and combine it with the narrative of an American frontier town out West, trying to find a new Sheriff – a Wyatt Earp.  In this case the town is a legacy European communications firm and Wyatt and his brothers are the new managers – the change agents.

management

Is your new management posse driving change?

Here is a positive word upfront.  This operator has had some success in rolling outs broadband internet and IPTV products to residential and business clients to replace its dwindling copper install base.  But they are behind the curve on the wireless penetration side due to the number of smaller, agile MVNOs and two other multi-national operators with a high density of brick-and-mortar stores, excellent brand recognition and support infrastructure.  Having more than a handful of brands certainly did not make this any easier for our CSP.   To make matters even more challenging, price pressure is increasingly squeezing all operators in this market.  The ones able to offset the high-cost Capex for spectrum acquisitions and upgrades with lower-cost Opex for running the network and maximizing subscriber profitability, will set themselves up for success (see one of my earlier posts around the same phenomenon in banking).

Not only did they run every single brand on a separate CRM and billing application (including all the various operational and analytical packages), they also ran nearly every customer-facing-service (CFS) within a brand the same dysfunctional way.  In the end, they had over 60 CRM and the same number of billing applications across all copper, fiber, IPTV, SIM-only, mobile residential and business brands.  Granted, this may be a quite excessive example; but nevertheless, it is relevant for many other legacy operators.

As a consequence, their projections indicate they incur over €600,000 annually in maintaining duplicate customer records (ignoring duplicate base product/offer records for now) due to excessive hardware, software and IT operations.  Moreover, they have to stomach about the same amount for ongoing data quality efforts in IT and the business areas across their broadband and multi-play service segments.

Here are some more consequences they projected:

  • €18.3 million in call center productivity improvement
  • €790,000 improvement in profit due to reduced churn
  • €2.3 million reduction in customer acquisition cost
  • And if you include the fixing of duplicate and conflicting product information, add another €7.3 million in profit via billing error and discount reduction (which is inline with our findings from a prior telco engagement)

Despite major business areas not having contributed to the investigation and improvements being often on the conservative side, they projected a 14:1 return ratio between overall benefit amount and total project cost.

Coming back to the “imagine if” aspect now, one would ask how this behemoth of an organization can be fixed.  Well, it will take years but without management (in this case new managers busting through the door), this organization has the chance to become the next Rocky Mountain mining ghost town.

Busting into the cafeteria with new ideas & looking good while doing it?

Busting into the cafeteria with new ideas & looking good while doing it?

The good news is that this operator is seeing some management changes now.  The new folks have a clear understanding that business-as-usual won’t do going forward and that centralization of customer insight (which includes some data elements) has its distinct advantages.  They will tackle new customer analytics, order management, operational data integration (network) and next-best-action use cases incrementally. They know they are in the data, not just the communication business.  They realize they have to show a rapid succession of quick wins rather than make the organization wait a year or more for first results.  They have fairly humble initial requirements to get going as a result.

You can equate this to the new Sheriff not going after the whole organization of the three, corrupt cattle barons, but just the foreman of one of them for starters.  With little cost involved, the Sheriff acquires some first-hand knowledge plus he sends a message, which will likely persuade others to be more cooperative going forward.

What do you think? Is new management the only way to implement drastic changes around customer experience, profitability or at least understanding?

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Posted in Big Data, Business Impact / Benefits, CIO, CMO, Customer Acquisition & Retention, Customer Services, Customers, Data Governance, Data Integration, Data Quality, Enterprise Data Management, Governance, Risk and Compliance, Master Data Management, Operational Efficiency, Product Information Management, Telecommunications, Vertical | Tagged , , , , , , , , , | Leave a comment

Happy Holidays, Happy HoliData.

Happy Holidays, Happy HoliData

In case you have missed our #HappyHoliData series on Twitter and LinkedIn, I decided to provide a short summary of best practices which are unleashing information potential. Simply scroll and click on the case study which is relevant for you and your business. The series touches on different industries and use cases. But all have one thing in common: All consider information quality as key value to their business to deliver the right services or products to the right customer.

HappyHoliData_01 HappyHoliData_02 HappyHoliData_03 HappyHoliData_04 HappyHoliData_05 HappyHoliData_06 HappyHoliData_07 HappyHoliData_08 HappyHoliData_09 HappyHoliData_10 HappyHoliData_11 HappyHoliData_12 HappyHoliData_13 HappyHoliData_14 HappyHoliData_15 HappyHoliData_16 HappyHoliData_17 HappyHoliData_18 HappyHoliData_19 HappyHoliData_20 HappyHoliData_21 HappyHoliData_22 HappyHoliData_23 HappyHoliData_24

Thanks a lot to all my great teammates, who made this series happen.

Happy Holidays, Happy HoliData.

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Posted in B2B, B2B Data Exchange, Banking & Capital Markets, Big Data, CIO, CMO, Customers, Data Governance, Data Quality, Enterprise Data Management, Financial Services, Governance, Risk and Compliance, Manufacturing, Master Data Management, PaaS, PiM, Product Information Management, Retail, SaaS | Tagged , | Leave a comment

Why Retailers Forfeit the 30% Omni-Channel Premium

Why Retailers Forfeit the 30% Omni-Channel Shopper Premium

The Omni-Channel Shopper Premium

Omni-channel retailing has attracted a lot of attention in recent years – but many retailers still don’t realize its full potential. After countless man-hours and endless expense, they develop a multi-channel strategy across a range of sales and marketing platforms that is – well – pretty good. But is “pretty good” good enough? When sales and marketing platforms include ecommerce, social media, and mobile apps alongside more traditional methods like brick & mortar store, catalogues and kiosks, why do businesses leave their channel to market incomplete?

Maybe the problem lies in the widespread confusion about omni- vs. multi-channel initiatives. An omni-channel system takes a connected approach to multiple channels, seamlessly integrating customer activities into a single conversation, even when the customer decides, for whatever reason, to switch channel. In omni-channel retailing, the customer can select and change channels in any way that suits them – and the retailer can respond instantly to deliver the experience that the customer needs. Each time the customer interacts with the brand, they generate data that the retailer can use to better anticipate and serve the customer during the next conversation.

So, if omni-channel initiatives are so powerful, why are retailers not taking the next step?

Current Concerns

In a multi-channel system, a retailer grows from a single channel to multiple channels with each channel essentially operating as a separate business unit. Each has its own pricing, promotions, inventories, and back office systems. The omni-channel system integrates all of these channels and their accumulated data into one cohesive view of the business and customer. But many retailers wrongly believe that their organizational structure and systems don’t lend themselves to the new environment.

Many feel that a fundamental redesign of the corporate retail organization – from a single P&L regardless of channel, to “rip and replace” of IT systems – would need to occur at the most basic levels. And many organizations are unsure if the extra time, money and risk to reorganize is worth the advantages promised by an omni-channel strategy. In short, many retailers have adopted a wait-and-see stance before they invest.

However, these retailers can take comfort and guidance from the conclusions of the IDC FutureScape: Worldwide Retail 2015 Predictions conference. Based on a survey of top retailers, the conference predicts that “In 2015, CIOs will invest in omni-channel integration technologies as a top priority to support growth in the omni-channel shopper sales premium of 30%.“

The Future is Now

When retailers invest in omni-channel integration, they essentially design an entirely new supply chain of unified capabilities that can simultaneously handle the demands of their “brick and mortar” stores, their ecommerce sites, and any other channel that they have in place. The retailers that have already done so are already seeing the benefits:

  • Corporations that have invested in omni-channel services are already witnessing an average of 30% increase in sales.
  • The IT departments of these corporations are spending far less time performing the redundant or duplicate tasks required by a multi-channel system.
  • Both structured and unstructured data are more successfully and easily integrated across the company than with a multichannel operation.
  • IT departments can retire older technologies that are no longer performing at their previous levels of efficiency.
  • Consumer impacts on individual channels can now be identified almost immediately and the channels adjusted accordingly.

While many businesses may be cautious about taking the next step, the shopping characteristics of today’s consumer are rapidly changing. Customers are moving into an omni-channel world, whether the retailer is ready or not. This means that the business might be forced to play catch-up to their customers, and perhaps sooner than they might like. Omni-channel initiatives simply reflect, improve and realize the value of this customer behavior. Omni-channel initiatives are about making the individual consumer the main focal point of the business model.

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Is Thanksgiving the Most Data-Driven Holiday?

Is Thanksgiving the Most Data-Driven Holiday?

Thanksgiving: The Most Data-Driven Holiday?

Turkey, cranberry sauce, pumpkin pie… and lots and lots of data on the side. Thanksgiving has to be the most data-driven holiday we have. After Black Friday, we will see a slew of reports and headlines describing how the retail industry’s sales performed.

What are retailers all abuzz about right now as we get closer to the Black Friday / Cyber Monday dates?

This year, retailers are using between 31-50% of their online marketing budget on holiday-related efforts alone, according to the National Retail Federation.

The NRF also projects that almost 20% of the retail industry’s annual sales will come from the holiday period.

This sounds like so much pressure, any retail marketer would crack like a chestnut under it. What’s a marketer to do? Here are some tactics and results around peak season holiday marketing.

Segmentation is a great way to see a big lift in sales. If you have the data to understand your customers and identify emerging segments in your market, you can find new business and directly target it with specific messaging. One recent case reported by Target Marketing Magazine showed a 40% year-over-year sales increase from a new segment that was identified and targeted with tailored messaging. Learn more about getting the most from your customer data in this white paper, “Data Quality Management: Beyond the Basics.”

Know your email sender reputation. You spend so much effort getting the right message out via email marketing with the right timing over different days leading up to Black Friday, Cyber Monday, and Green Monday into December. But a poor email sender reputation can lead to those efforts being blocked or sent to the junk folder instead of to your customers. Global retailer BCBG proactively avoided this, using data validation and cleansing techniques to send their sender reputation sky-high (which you can read more about here.) Don’t let a bad sender reputation limit you during the holidays — especially when it can take up to 15 days to fix a major issue like this. Find out more in this short informative video, “Email Sender Reputation: What Does it Mean to Marketers?”

Everyone, positively everyone, is talking about mobile. Practically every article you come across on the subject of retail industry sales around the peak season holiday mentions mobile in some respect – for very good reason. Shoppers take their phones and tablets shopping with them to compare prices, look for deals, and research their purchases beforehand. The NRF reports that 7 out of 10 retailers they surveyed are putting major investments into their mobile-friendly websites. A well-timed SMS message to your customers with a special deal just for them could work wonders. You can take advantage of the huge popularity of SMS mobile messaging in just a few steps. See how in this SMS Quick-Start Guide created for marketers like you.

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How Citrix is Using Great Data to Build Fortune Teller-Like Marketing

Build Fortune Teller-Like MarketingCitrix: You may not realize you know them, but chances are pretty good that you do.  And chances are also good that we marketers can learn something about achieving fortune teller-like marketing from them!

Citrix is the company that brought you GoToMeeting and a whole host of other mobile workspace solutions that provide virtualization, networking and cloud services.  Their goal is to give their 100 million users in 260,000 organizations across the globe “new ways to work better with seamless and secure access to the apps, files and services they need on any device, wherever they go.”

Citrix LogoCitrix is a company that has been imagining and innovating for over 25 years, and over that time, has seen a complete transformation in their market – virtual solutions and cloud services didn’t even exist when they were founded. Now it’s the backbone of their business.  Their corporate video proudly states that the only constant in this world is change, and that they strive to embrace the “yet to be discovered.”

Having worked with them quite a bit over the past few years, we have seen first-hand how Citrix has demonstrated their ability to embrace change.

The Problem:

Back in 2011, it became clear to Citrix that they had a data problem, and that they would have to make some changes to stay ahead in this hyper competitive market.  Sales & Marketing had identified data as their #1 concern – their data was incomplete, inaccurate, and duplicated in their CRM system.  And with so many different applications in the organization, it was quite difficult to know which application or data source had the most accurate and up-to-date information.  They realized they needed a single source of the truth – one system of reference where all of their global data management practices could be centralized and consistent.

The Solution:

The marketing team realized that they needed to take control of the solution to their data concerns, as their success truly depended upon it.  They brought together their IT department and their systems integration partner, Cognizant to determine a course of action.  Together they forged an overall data governance strategy which would empower the marketing team to manage data centrally – to be responsible for their own success.

Citrix Marketing EnvironmentAs a key element of that data governance / management strategy, they determined that they needed a Master Data Management (MDM) solution to serve as their Single Trusted Source of Customer & Prospect Data.  They did a great deal of research into industry best practices and technology solutions, and decided to select Informatica as their MDM partner. As you can see, Citrix’s environment is not unlike most marketing organizations.  The difference is that they are now able to capture and distribute better customer and prospect data to and from these systems to achieve even better results.  They are leveraging internal data sources and systems like CRM (Salesforce) and marketing automation (Marketo).  Their systems live all over the enterprise, both on premises and in the cloud.  And they leverage analytical tools to analyze and dashboard their results.

The Results:

Citrix strategized and implemented their Single Trusted Source of Customer & Prospect solution in a phased approach throughout 2013 and 2014, and we believe that what they’ve been able to accomplish during that short period of time has been nothing short of phenomenal.  Here are the higlights:

Citrix Achieved Tremendous Results

  • Used Informatica MDM to provide clean, consistent and connected channel partner, customer and prospect data and the relationships between them for use in operational applications (SFDC, BI Reporting and Predictive Analytics)
  • Recognized 20% increase in lead-to-opportunity conversion rates
  • Realized 20% increase in marketing team’s operational efficiency
  • Achieved 50% increase in quality of data at the point of entry, and a 50% reduction in the rate of junk and duplicate data for prospects, existing accounts and contact
  • Delivered a better channel partner and customer experience by renewing all of a customers’ user licenses across product lines at one time and making it easy to identify whitespace opportunities to up-sell more user licenses

That is huge!  Can you imagine the impact on your own marketing organization of a 20% increase in lead-to-opportunity conversion?  Can you imagine the impact of spending 20% less time questioning and manually massaging data to get the information you need?  That’s game changing!

Because Citrix now has great data and great resulting insight, they have been able to take the next step and embark on new fortune teller-like marketing strategies.   As Citrix’s Dagmar Garcia discussed during a recent webinar, “We monitor implicit and explicit behavior of transactional leads and accounts, and then we leverage these insights and previous behaviors to offer net new offers and campaigns to our customers and prospects…  And it’s all based on the quality of data we have within our database.”

I encourage you to take a few minutes to listen to Dagmar discuss Citrix’s project on a recent webinar.  In the webinar, she dives deeper into their project, the project scope and timeline, and to what she means by “fortune telling abilities”.  Also, take a look at the customer story section of the Informatica.com website for the PDF case study.  And, if you’re in the mood to learn more, you can download a complimentary copy of the 2014 Gartner Magic Quadrant for MDM of Customer Data Solutions.

Hat’s off to you Citrix, and we look forward to working with you to continue to change the game even more in the coming months and years!

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