posted on 11/30/2010 10:23:30 AM
Infor CRM Epiphany Data Advisor seeks to aid customer relationship management efforts by automating cleanup efforts related to customer data.
Enterprise applications vendor Infor on Monday released a new module meant to bring data cleansing capabilities to users of Infor’s Epiphany customer relationship management software and other CRM packages.
Infor CRM Epiphany Data Advisor, now generally available, acts as an adjunct to a company’s CRM system to help cleanse customer data, according to Infor. The standalone module is primarily a tool to automate the collection, aggregation, and cleansing of customer data. The Data Advisor software can then federate that optimized customer data to Infor CRM, non-Infor CRM applications, and other enterprise applications such as ERP. The result, according to Infor, is a more consistent customer experience across all sales and marketing channels.
The CRM-focused product performs three primary functions, Infor said. First, the software analyzes customer data held in various databases across an enterprise, and advises which incomplete records should be updated, based on business priorities. The Advisor software then suggests which outreach channels are likely to yield the best results in gathering updated information, and coordinates with the Epiphany CRM system to conduct that outreach. Lastly, as companies update their customer data, the Advisor system works with the Epiphany customer relationship management backbone to create a centralized data store.
The Data Advisor software is the second in a series of Advisor products from Infor. The first, Infor CRM Epiphany E-mail Advisor, aims to add intelligence to a company’s e-mail outreach campaigns.
“By coupling Data Advisor with E-Mail Advisor,” Infor said in a statement, “companies gain the added ability to send e-mails in high volumes that, when opened, immediately adapt and show content tailored to user preferences, providing the most relevant offers for improved receptiveness and greater results.”
In addition to the decision-support Advisor tools, Infor’s CRM stable has grown of late. The enterprise applications provider recently announced a mid-market CRM product based on Microsoft Dynamics technology. In addition to the Epiphany product, meant for large companies, Infor also offers its CRMi customer relationship management software, tailored for companies running IBM’s System i, or AS/400, platform.