Infor tunes analytics to improving customer data quality

Data Advisor is the second module released in Infor's Advisor family, following Email Advisor, back in August, and is aimed at streamlining the sometimes nightmare processes around collecting and consolidating opt-in customer data. Jackie Palmer, senior product manager, CRM for Infor, explains, for example, that the software proactively analyses existing information across disparate data stores, and then recommends which records should be updated and what missing information needs to be prioritised for collection. She says that the resulting optimised data can then be used by all modules to create personalised customer interactions across web, smart phone and email. By coupling Data Advisor with Email Advisor, manufacturers can send emails in high volumes that, when opened, immediately adapt and show content tailored to suit user preferences. Communications giant Bell Canada, which is among Infor's early adopters, appears to like it. "We certainly see a great deal of value from identifying and capturing relevant data," comments Peter Brugnatti, associate director, CRM, Bell Canada. "Getting closer to relevant information helps us maximise each and every customer interaction, which positively affects our business, and the customer experience," he adds. "Data Advisor is part of our ongoing vision to help companies capitalise on the richest customer data possible, to fortify customer relationships and drive increased revenue," states Palmer.