Cap Gemini Ernst & Young has partnered with Teradata to develop a new platform to allow enterprises to use their own data to test drive an enterprise analytical Customer Relationship Management (CRM) Solution without the upfront technology infrastructure or marketing process redesign investments, the companies announced Monday.
The new Cap Gemini Loyalty Factory leverages Teradata's data warehouse and CRM solution to address business challenges common in large, multi-division enterprises around disparate sources of customer data.
These companies often have developed customer databases defined by product or department and subsequently find customer data flung to the far reaches of the enterprise, which hinders marketing projects designed to drive customer loyalty and acquisition, according to Gap Gemini officials.
"[Companies] look at the financial services firm that are farther ahead in CRM in general in being able to slice and dice customer data to be able to get a return on data," said Rich Millimam, vice president of CRM at Cap Gemini. "They are looking for ways to quickly get up to speed and get the types of returns that the financial services companies have achieved. What we've put together ... is a way for these companies to get up to speed in a quick, less-expensive way. We already have the complete hardware all set up, [and] we have the software running."
With the Loyalty Factory, companies will be able to consolidate a segment of diverse customer data on a single platform, run advanced analytics to discover new insight, then design and execute marketing campaigns, Milliman said. After this trial, Cap Gemini can install the product or can outsource all or part of this marketing function.
In today's economic environment, global companies are facing the seemingly impossible challenge to drive cost out of the business while still improving customer relationships and driving to the market with speed, said Bob Seiler, vice president of strategic partnerships at Teradata, a division of NCR. The Loyalty Factory will allow customers to tackle these challenges in a low-risk environment and demonstrate rapid results, he added.