Jenny Craig Uses New Business Objects Version For CRM

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Jenny Craig Inc. deployed Business Objects Enterprise 6 to better manage client progress, client loyalty, direct marketing and financial analysis, San Jose, CA-based Business Objects said yesterday.


"From a business perspective, Enterprise 6 is helping us to become more information-centric as our company evolves," said Eric Triplett, Business Objects administrator at Jenny Craig. "The sweet spot is merging all of our data into the data warehouse for an enterprise-wide view of our business. Due to that single benefit, Enterprise 6 is proving to be a new, integral engine for how we manage the performance of our business."


Jenny Craig began using Business Objects as its standard query, reporting and analysis solution three years ago.


Loading customer data into its data warehouse, Jenny Craig uses Business Objects to access and analyze client data such as beginning weight, current meal plan and current weight. This analysis lets Jenny Craig assign a lifestyle score rating to client segments, or profiles, which lets the company target promotions for new diet or meal plans.


By integrating customer data with its finance department's financial analysis data, Jenny Craig can acquire insights into metrics such as cost per lead and cost per sale. Customer loyalty can be improved by understanding why clients quit certain weight-loss plans, and which of them are more responsive to a new, more tailored plan.


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