Epiphanys New CRM Apps Offer Instant Analysis
Epiphany's new applications, which sit atop rival apps, don't delay in getting customer information into sales reps' hands. IBM weighs in with its support.An age-old CRM criticism is that its an expensive package that often delivers the information too late (long after the customer has left) and to the wrong people (back-office managers instead of salespeople on the floor). One CRM firm is introducing two packages that it claims avoids those problems. Epiphanys new customer relationship management productsInsight Advisor and Lead Advisorare different from traditional packages because of their ability to get instant analysis (20 to 50 milliseconds) to a sales rep or a cashier at the POS (point of sale), said Jon Miller, Epiphanys senior director of marketing and analytics applications.
The two apps focus on the analysis. Part of the problem is that large retailers can have a huge number of customer interaction files, and those data points take time to analyze. "You can easily have 100 or 200 interactions," Miller said. These two new applications "score them for the relevance to the current transaction, preventing information overload" and thus allows there to be a manageable amount of data for the POS to display and for the employee to make at-a-glance sense of, he said.