Occasionally, TMC Labs chooses to cover a product for
which we can't use our usual in-house testing
procedure of weights and measures, but rather, what we
call a "first look": a product description and details
about its features and functionality. This is often
the case for software development kits (SDKs), because
they are customizable solutions contingent upon a
specific type of in-house architecture. We recently
chose to take a first look at ThinkDirectMarketing's (TDMI's)
DigitalData SDK. This product provides a customized
solution that integrates with third-party CRM or IVR
solutions, but there is a lot more involved than
simply installing the product and "testing" it in the
most literal sense.
The premise of DigitalData is the automation of the
information-gathering process for point-of-sale
systems, call center systems, CRM packages and IVR
applications. By reading caller ID and ANI
information, DigitalData allows its users' local
servers to query its North American database via the
Internet to, for example, supply call center agents
with the appropriate contact information without
requiring them to type any of it. Name, address, city,
state, ZIP +4 and latitude and longitude information
may be provided with each match. This is possible
because TDMI provides the controls for developers and
system integrators through the SDK to imbed into their
premise solution's architecture, which will, in turn,
grant access to TDMI's North American database and
query tools. The users' solution is then able to query
TDMI's database for information if a match isn't found
locally. As a result, this provides agents,
salespeople or IVR solutions with almost instant
access to a new caller's contact information.
Since a control is a program module that (in this
case) enhances the functionality of an existing
enterprise user-interface function such as a
screen-pop, DigitalData is not a stand-alone system.
Rather, it's a tool that provides added functionality
to an existing system. As ThinkDirectMarketing says,
the SDK is designed to be used as part of another
application environment running on an interactive
voice response system, call center system, mapping
system or other system or server.
DigitalData has been specifically engineered to
integrate with most types of existing operating system
architecture. As Edward Fleiss, VP of Technology and
Business Development for ThinkDirectMarketing, said, "DigitalData
can be added to any CRM or IVR solution that supports
programming hooks." In case you're not a hard-coder,
in programming, a "hook" is a code instruction that
provides a breakpoint for future or further system
expansion.
The DigitalData SDK arrived at TMC Labs burned onto
a CD. As previously mentioned, the SDK provides query
controls allowing a developer to embed them into
almost any type of CRM or a software-based IVR
solution. In the case of a Java or Active X
environment, hard coding is alleviated via an
installation wizard that will define search
parameters. Other operating system environments may
require manual coding to set up a query capable of
examining all local databases before connecting and
referencing TDMI's North American database for
existing information. DigitalData controls are
available for Microsoft NT Server, Java-compatible
Unix and Unix variations. Some non-Java and ActiveX
operating systems are also compatible, including AIX
and Unix. The data are returned from TDMI's database
in different forms, depending on the user's platform.
ActiveX will return the data as a MS RDS recordset.
Java-enabled Unix returns data as a result set. Unix
and other operating systems read the returned data as
a data string. TDMI says that if there is no match, it
will return a NULL result in whichever form is
appropriate to the user's operating system.
While DigitalData's queries using Java and Unix
consist of phone numbers, area codes and ZIP code +4,
its capabilities seem to be enhanced when used in
conjunction with Windows-based operating systems. For
example, TDMI provided us with the following list of
data returned using a Windows-based operating system:
consumer last name, business name, address, radius by
address or coordinate or Standard Industry
Classification (SIC). TDMI informed us that
Windows-based searches can be filtered with the
following qualifier fields: first name, city, state,
country (U.S. and Canada), street number and
direction.
A conceptual overview of the process in which a
call is placed to a DigtialData-enabled call center
begins by using caller ID or ANI information. The ACD/CRM
server looks for a match between the incoming phone
number and the local database. If a match is found,
the information is displayed for the agent. If a match
is not found, a query is sent to the TDMI North
American database, which boasts over 118 million
consumers (according to TDMI's Web site), both
residential and business listings. The information is
then aggregated almost instantaneously (according to
TDMI) and is delivered. The ACD/CRM server processes
the information and distributes it at the customer
premise. The unknown prospect's data are sent to the
agent's interface, populating the form or fields an
agent would normally need to fill out when collecting
the customer information. The amount of information
presented depends upon the platform of operation, as
previously stated. The contact center's account is
then charged a fee on a per-match basis.
TDMI maintains DigitalData saves contact centers
money by automating data collection, which the company
says will help eliminate typos and lost opportunities
due to incorrect information while decreasing the
costs associated with transcription. As a result, TDMI
reports that this will allow more customers to be
better served by agents. Additionally, DigitalData has
the ability to capture abandoned calls during peak
periods. Its capabilities also include fast
turnaround, as TDMI claims its servers return results
to the customer's application server in two seconds or
less. ThinkDirectMarketing.com has licensed its data,
which is updated monthly from data aggregator Acxiom
Corporation.
TDMI has projected that the cost of a single agent
handling a call is $2.25 per minute and that it takes
from 30 seconds to one minute, on average, for an
agent to enter baseline data. The cost of a
DigitalData match is 21 cents, with a total
productivity savings of $1.00 to $2.00 per match. With
three calls per hour, they say that a company can save
$36.00 per day, or an average of $930.00 per month.
TDMI also adds that based on those numbers, a company
with a 100-agent contact center could save
approximately $93,000 per month.
TDMI is hoping to help companies currently
employing point-of-sale systems, call center systems,
CRM packages and IVR applications by providing instant
access to new customers' contact information. While
many solutions today provide the caller ID and ANI
features, few are linked to a database providing
location information. Additionally, by the time this
review is published, TDMI says their database will
have the capability to append additional demographic
information using the Claritas PRIZM Segmentation
system as well.
As it stands, there are several compelling
advantages to using a solution such as DigitalData.
While DigitalData definitely expands a company's
understanding of its customers, an additional benefit
is the way it can enhance a customer's perception of a
company. Frontline data at-the-ready are very
advantageous, as they help agents more quickly develop
rapport with customers. In a similar manner, to
maintain an even level of service on more than one
front, an IVR environment can help provide the same
bolstering effect by increasing the level of service
and decreasing the timeframe in which a successful
customer contact is accomplished.
DigitalData appears to provide equally appealing
advantages internally. The ability to track and store
all incoming calls provides an alternate avenue to
adding call center staff at peak hours. Additionally,
the "missed" incoming call log could also conceivably
be used as a tool to derive leads for sales or
marketing. The proposed cost savings is also
attractive.
Founded in 1998, ThinkDirectMarketing. com, Inc.
specializes in online marketing database products and
services. TDMI designs, develops and distributes
products and services that automate and streamline
direct marketing and CRM processes. TDMI has also
partnered with companies offering customer interaction
solutions such as Interactive Intelligence. As a
result, TDMI's product is built into Interactive
Intelligence's Customer Interaction Center product.
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