*NCDM: YellowBrick Solutions Debuts Open CRM Platform
The platform, called Visitant, integrates all of these touch points, including e-mail, Internet, call center, point-of-sale, sales force automation, wireless, and traditional direct mail to give a holistic and instantaneous view of the customer.
"Companies have made sizable investments in customer relationship management applications, only to receive disappointing results because they end up with several different channels of customer information," said Gene Ferruzza, founder and president of YellowBrick, San Francisco. "It has been impossible to put the data gathered together to achieve a measurable customer experience."
He said, however, that Visitant allows this to take place, which ultimately can "increase customer retention rates, cross-sell ratios and positive respond rates for promotions."
Visitant employs touch point adapters that enable CRM, data mining and Web-based customer interaction applications to quickly exchange customer information through an open and scalable platform.
"Integrating customer information from multiple applications is a problem that the industry has been grappling with for some time," said Denis Pombriant, senior analyst at the Aberdeen Group, Boston. "Leading CRM vendors have been trying to accomplish this integration through expanded application offerings and partner relationships.
"The Visitant platform, however, offers a unique approach to gathering and delivering real-time information from multiple applications sources so that marketers can instantly present the most effective and relevant messages to their customers."