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Using Customer Location Intelligence To Boost Sales
Using Customer Location Intelligence To Boost Sales

By Jennifer LeClaire
May 30, 2013 9:31AM

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By integrating with solutions like IBM's Cognos and SAP's Business Objects, Galigeo is taking the basic concept of geolocation ("I am here, my customer is there") and coupling it with the immense data in your customer relationship management (CRM) system. The result is more efficient sales and service operations, a real boost to the bottom line.
 



What do you get when you mix location intelligence with CRM? Improved sales and service efforts through better management of territories, lead or case assignment, visit planning and routing.

At least that's the promise of Galigeo's new Galigeo-for-CRM advanced location intelligence software solution for the enterprise. Analysts are bullish on the concept.

Galigeo software connects directly to enterprise applications, maps large-scale data sets and applies spatial processing to enhance data visualization, reporting and predictive analytics. The company's solutions are focused on improving business outcomes. Its customers include IBM, Autodesk, Orange, and Carrefour.

By tackling location intelligence, Galigeo is tapping into an identified market need. In fact, 61 percent of organizations said location intelligence is very important in helping to improve business processes and performance, and 65 percent said it is important to maximize the value of customer information, according to a Ventana Research benchmark study.

"This requires the context of location and increasing the speed of customer response times. Our research found customer response times as the top factor for investment," said Mark Smith, CEO and chief research officer at Ventana. "Galigeo-for-CRM provides organizations with the opportunity to help sales and service organizations optimize planning and maximize the potential of customer relationships."

Geographically Automating Sales Calls

The goal of location intelligence solutions is to put proximity and geography at the heart of sales and service processes. Galigeo-for-CRM offers three core functions: Visit Planning, Lead and Case Assignment & Routing, and Territory Management.

Visit Planning aims to help sales and service teams and individuals to organize daily visit planning, increase the number of visits a day and optimize visits with location, routing, and proximity search. Meanwhile, Lead and Case Assignment & Routing works to simplify lead assignment, reduce management overhead, shorten time to action on leads, and help managers and sales reps focus on getting the right leads to the right rep quickly and automatically, based on actual territory assignments and account assignments in the CRM system.

Finally, Territory Management delivers two primary sets of capabilities. One is to assist in planning, design and validating geographic and account-based territory alignments, with territory assignment integration to the CRM system. That allows managers to define, manage and affect territories within an organization. Second is to leverage location intelligence and spatial functionality to optimize sales performance with a set of business and spatial data analysis and visualization capabilities.

Connecting People and Machines

We caught up with Brad Shimmin, a principal analyst at Current Analysis, to get his feedback on Location Intelligence software for CRM. He told us the concept makes perfect sense because geography is a key aspect of sales. (continued...)

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