REVIEWER: David Dentry, general manager of customer relations, Nikon Inc.
BACKGROUND: Nikon, the world leader in digital imaging, precision optics and photo imaging technology, has long held a reputation for excellent customer support. As a result, the call center is considered the nervous system of the Nikon organization for delivering a premium experience that customers expect from the premier photography brand. The ability to connect, migrate and integrate its CRM system with other mission-critical business applications for a 360-degree customer view is crucial for Nikon’s business. One of Nikon’s biggest challenges has been keeping pace with the business, which releases new products every six months. This means the call center has constant pressure to answer questions about consistently shifting product lines. The Nikon call center has overcome this challenge with advance planning and CRM solutions to help automate and give customers the power to control exactly how they interact with our organization.
PLATFORMS: Pervasive Data Integrator runs on the Pervasive DataCloud platform.
PROBLEM SOLVED: The emphasis on customer service and building lasting customer relationships using the right combination of technology and skilled call center agents led Nikon to choose RightNow as its global enterprise CRM solution. Nikon also wanted to add an e-commerce revenue stream in addition to improving customer experience overall. This initiative meant Nikon needed to integrate all of its existing customer data with new online transaction data. Nikon chose Pervasive Data Integrator to centralize its customer information and business data. Having a full view of customer data enabled our call center reps to more quickly solve customer issues. This reduced call time from an average of seven minutes to six minutes, resulting in 15 percent cost savings in our call center.
PRODUCT FUNCTIONALITY: Nikon chose Digital River for its e-commerce platform and was already utilizing RightNow for its prospective and existing customer marketing. The company implemented Pervasive Data Integrator to integrate all data from both platforms, providing immediate access to its cloud-based service desk application and integrating that with Nikon’s SAP on-premise customer database. Since implementation, Nikon has cut its customer response call times in half and email response times by 70 percent, which has driven customer satisfaction scores above 95 percent. In addition, Nikon has improved visibility into customer concerns, which enhances its marketing and product development.
STRENGTHS: Pervasive Data Integrator offers a fast, reliable and affordable solution. The product tackles multiple patterns of integration reliably and rapidly, whether it is doing simple data conversion and migration or crushing all patterns of integration. In addition, Pervasive Data Integrator provides flexible delivery options: on-demand, subscription, license, turn-key packages and more.
WEAKNESSES: We would like to have access to reports of the integrations we’ve run. We understand that feature will be available in the next product release.
SELECTION CRITERIA: Pervasive Data Integrator was selected over other products considered due to the product’s efficiency, cost-effectiveness and depth to deliver what we needed with a single integration method. While other providers offer large enterprise applications that are far more complex and thus more costly to support at runtime, Pervasive Data Integrator was the right-size integration technology that was flexible to meet Nikon’s needs. Pervasive understood the limits and challenges that Nikon faced with integration of existing customer data with new online transaction data.
DELIVERABLES: Implementing Pervasive Data Integrator provided us with a consolidated form of our data within a single application. The solution allows us to view our Digital River shopping cart data inside RightNow CX, the customer experience suite. Our time is no longer spent doing duplicate data entry and correcting data errors.
VENDOR SUPPORT: For us, the key is really about integration and centralizing all customer information for a gold mine of data. Nikon uses this data to market, and provide “voice of the customer” data to our development teams. Pervasive was very supportive throughout the entire implementation process and even provided us with the documentation we needed so we could maintain the integration.
DOCUMENTATION: Pervasive provided us with a project report and design document that was very helpful for turning over the solution to us for ongoing management and maintenance.
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