Zuora and Snowflake Partner to Enable Real-Time Customer Data Pipeline

It’s an oft-repeated truth that it costs less to retain existing customers than it does to win new ones. This is often given to mean that companies should be striving for excellence in their customer relationships (which they certainly should). But it’s also about growing these existing relationships, upselling and further monetizing them, not just being helpful and courteous when a customer reaches out.

The idea is particularly important during what’s known as the “Subscription Economy,” in which customer are less likely to buy-to-own and more likely to “rent” on a month-to-month basis. This means more regular contact with customers, and more opportunities to upsell services. Manual data analysis is time-consuming and cumbersome and misses many opportunities.

Cloud-based subscription management platform company Zuora (News - Alert) Inc. announced the launch of a new offering in partnership with data cloud company Snowflake that will analyze data from multiple sources to generate meaningful metrics that will nurture and monetize ongoing customer relationships, helping to accelerate recurring revenue, said the companies.

“Especially in today’s market environment, budgets can unexpectedly change, and companies must be able to rapidly iterate based on subscribers’ behaviors and preferences,” said Shakir Karim, VP of product management, Platform for Zuora. “By partnering to offer Zuora Secure Data Share for Snowflake, companies will be able to access a near real-time data pipeline to help boost their success in the Subscription Economy, which would otherwise take multiple engineers and data scientists to build and maintain.”

Zuora Secure Data Share for Snowflake was designed to make it easier and faster to combine data from multiple systems into a complete customer journey on a single dashboard. Data from CRM, ERP, customer success, support and other tools helps enterprises better understand feedback and make changes to their subscription offerings. The solution’s managed warehouse will allow companies to access their Zuora data within Snowflake to join with data from other solutions. Using their preferred BI solutions, companies will be able to examine data in new ways to identify positive trends and potential red flags without months of wait time. The solution includes a change-driven data stream to Snowflake, which syncs data in under 10 minutes on average, replacing methods which can take hours for batch processes to run.

Edited by Greg Tavarez