BACKGROUND: Nextel Communications, Inc. is the nation's leading provider of fully integrated all-digital wireless service. The Nextel National Network provides customers with guaranteed all-digital cellular service as well as voice mail, text/numeric paging capabilities and Nextel Direct Connect a digital two-way radio feature that allows the user to speak with one or more persons at the touch of a button. The system also features built-in call security and cloning protection.
PLATFORMS: IBM personal computer GL/300. Microsoft Windows NT Workstation Version 4.0.
PROBLEM SOLVED: Nextel is a wireless communication services provider with a wide array of business customers. Our business is growing at a phenomenal rate, which requires continuous evaluation and retention of our customer base and targets. Managing territories, targeting specific SIC for direct marketing initiatives, evaluating new market viability and understanding corporate relationships are some common problems that led us to the licensing of D&B Market Spectrum. Using D&B Market Spectrum, we were able to solve a problem for Nextel's corporate accounts team: how to coordinate and staff a new distribution channel in order to penetrate the prized Fortune 1000 businesses in Florida. We started with the data by providing a statewide prospecting list based on the following requirements:
- Fortune 500 companies with headquarters in Florida.
- Fortune 1000 companies and corporate affiliation locations in Florida.
- Nextel Market boundaries.
- Existing customers.
- Company contact information, SIC information, etc.
With D&B Market Spectrum, access to the data was fast and simple.
PRODUCT FUNCTIONALITY: The product provides easy information access and works well for retrieving fast and targeted customer information. It also is beneficial when organizing large projects that require multiple information queries.
STRENGTHS: We find D&B Market Spectrum product to be very intuitive and user friendly. As we continue to focus on Nextel's existing customer base, we intend to incorporate more of D&B Market Spectrum's analytical tools, including the mapping features. There are many opportunities featured within the D&B Market Spectrum product that we have yet to explore.
WEAKNESSES: We are looking forward to the release of the Web version of D&B Market Spectrum (scheduled for availability Q2) in which everything will be done via the Web. This will significantly decrease the time spent manipulating the data into Excel or Access for a final product. Our continued exploration of the marketing analytical tools will decrease the need to transfer large amounts of data between systems.
SELECTION CRITERIA: Nextel chose Dun & Bradstreet's D&B Market Spectrum product for several obvious reasons. First, Nextel had an existing relationship for data provision with Dun & Bradstreet and confidence in their data and integrity. Second, looking toward other vendors would require establishing a bridge between their software and our D&B data; therefore, it was more logical and cost-efficient to keep everything under the same umbrella for familiarity, cohesion and customer service reasons. Third, the system's price was reasonable. Other options required software development and the integration of different systems to attain what we get from D&B Market Spectrum. Overall, Nextel considered it a smart business decision. And when we saw a demo of the product, it was easy to see that the interface was user friendly and could be easily learned by multiple users within Nextel Florida's marketing department.
DELIVERABLES: The summaries and detailed lists we compiled and delivered proved to have a large impact, which cannot be measured at this point. However, the staffing and direction of our corporate accounts team could not have been completed without organizing the market potential in a manner that could be quantified. Our summary information assisted in staffing decisions and the development of protected sales lists. These lists helped Nextel's corporate accounts team hit the streets running with specific target areas.
VENDOR SUPPORT: Nextel is supported by an experienced team of senior D&B associates who specialize in providing support for D&B Market Spectrum from conception through implementation and beyond.
DOCUMENTATION: The D&B Market Spectrum arrives with abundant documentation that is extremely thorough, complete with a user manual detailing the product's features and functions.
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