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HotData 1-to-1 Serves Watson Wyatt as an Aggregated Supplier for Customer Intelligence

  • March 01 2001, 1:00am EST
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REVIEWER: Thor Christensen, senior marketing analyst for Watson Wyatt Worldwide.

BACKGROUND: A global consulting firm, Watson Wyatt brings together two disciplines - people and financial management - to help clients improve business performance. We provide consulting services in the areas of employee benefits, human resources technologies and human capital management.

PLATFORMS: The HotData solution is integrated both into the eCRM software Sales Page, as well as the Watson Wyatt intranet.

PROBLEM SOLVED: Watson Wyatt needed the ability to get online, dynamic information about customer industry and parent/subsidiary relationships. Watson Wyatt utilizes HotData 1-to-1 to identify existing Watson Wyatt contacts within companies who are ideal fits for their target markets.

PRODUCT FUNCTIONALITY: HotData 1-to-1 delivers address correction and customer profile information in real time, directly into enterprise applications such as the Watson Wyatt Sales Page eCRM system. In addition to address correction and change of address information, HotData 1-to-1 provides customer profile information such as SIC code, line of business, D-U-N's number, annual sales, year established, employees, location type, key executive and key executive titles as a fully integrated part of the eCRM package, online and in real time.

STRENGTHS: Instead of having to negotiate contacts with multiple data sources, HotData can serve as an aggregated supplier for customer intelligence. By utilizing HotData 1-to-1, Watson Wyatt now links their customer records by family and SIC codes, as well as passes correct address and contact information on new accounts to the main database to increase sales revenue opportunities.

WEAKNESSES: As a service provider using the Internet, it is possible to experience latency from time to time depending on the Web traffic. While HotData has no control over this, we realize our performance can be affected.

SELECTION CRITERIA: HotData 1-to-1 is the only service on the market that can deliver these types of customer intelligence solutions, in real time, directly into enterprise applications. HotData 1-to-1 provided a real advantage by eliminating the lengthy import/export processes normally associated with data quality and profiling services. As a result, this project was successfully implemented in days instead of weeks or months.

DELIVERABLES: HotData 1-to-1 ensures all information in the Watson Wyatt database is correct and includes valuable customer intelligence around each account. This intelligence includes contact information critical for the Watson Wyatt representatives and family linkages to link-related companies within the geographic regions.

VENDOR SUPPORT: The entire HotData team was available throughout the implementation of HotData 1-to-1. Prior to full implementation, HotData ran a series of tests to maximize the effectiveness on our own database. The HotData professional services team was on hand to oversee a smooth implementation.

DOCUMENTATION: Included in the installation kit was a HotData development kit (HDK) which made customization of the HotData service to our intranet easy and seamless. We received two forms of documentation: HotData development kit documentation and a document describing international data matching. Both of these documents enabled us to install and run HotData 1-to-1 service with minimal HotData team interaction.

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