Tracking customers is an important focus for any company seeking a competitive advantage. When the right tools are in place to capture real-time data from connected products and machines, a robust cloud CRM solution is automatically populated to extend the value of the information.

This extension was a key focus for the partnership between Etherios and Axeda (News - Alert) Corporation.

A cloud-based service and software company focusing on managing connected products and bringing machine-to-machine (M2M) applications to market, Axeda is a right fit for Etherios in delivering the next step in cloud CRM innovations. The service provider, committed to cloud computing expertise, is working with Axeda to enable what it refers to as the Social Machine.

According to this announcement, the two companies are extending the power of the Salesforce Service Cloud to the connected asset, enhancing the value of the connected device. The customer service experience is being redefined through cloud CRM, and the necessary technology support to ensure users have a 360-degree view of the customer and their selected product interactions in one place.

“We believe that the shift to a more social enterprise is a positive disruptive force for businesses around the world,” said Mike Dannenfeldt, founder and CEO at Etherios.“A big part of this shift is what we call The Social Machine, which Axeda has brought to life. They have been at the forefront of M2M for years and it is great to collaborate with a partner that not only understands the market and technology today, but where it will be five years from now.” 

This cloud CRM partnership allows users to view an asset just as they would a contact. This works through a process that connects real-time product data from Axeda to Salesforce.com (News - Alert). Information captured includes location, owner, configuration of a product, usage, health status and alerts. All information is automatically populated within the customer profile for easy access.

Likewise, Etherios and Axeda are enabling a conversation between the cloud CRM platform and connected machines. As a result, business process workflows such as pay-per-use billing, case creation and warranty management are automatically triggered.

Axeda’s vice president of business development, Keith Bartlett, highlighted that the company is providing a virtual cloud for connected products to ensure companies can listen to machine chatter via cloud CRM. They can then collaborate with assets as they would employees and customers.

In working with Etherios, the company can enable the Social Machine and leverage its business intelligence.

Etherios has already been recognized for its innovation in the cloud, and brings a deep understanding of best practices concerning customer service and technical support to the table. By extending key processes out to additional enterprise departments, value is optimized throughout the entire customer lifecycle.

“Integrating machine data into CRM extends the value of that information beyond service and support,” said Michael Maoz, vice president and distinguished analyst at Gartner (News - Alert), Inc.  “With information access and better insight as to what is happening with each customer, companies are in a great position to utilize information that had historically sat in silos to now improve processes to help both the customer and the enterprise.”