E.Piphany (NASDAQ:EPNY)
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New Capgemini and Epiphany Research Study Details the Impact of
Inbound Customer Marketing at Large Retail Banks, Insurance,
Travel and Communications Firms in the United Kingdom & Ireland
Epiphany, Inc. (NASDAQ:EPNY), a leading provider of customer
relationship management (CRM) solutions for consumer-oriented
businesses, and Capgemini, one of the world's foremost providers
consulting, technology and outsourcing services, today released the
results of an industry survey showing that Inbound Customer Marketing
(ICM) generates a healthy return on investment for those companies
that have deployed it, with more than 44 percent of companies surveyed
achieving greater than 25 percent ROI on their implementations.
Inbound Customer Marketing is the practice of offering a customer
a product or service when the customer has initiated the contact
through an inbound channel, such as the call center, Web or branch
network. Sophisticated approaches to ICM, such as real-time marketing,
use real-time learning algorithms and predictive modelling of customer
behaviors to determine the best offer to make to an individual
customer at that point in time.
Steven Harris, Head of Insight Driven Marketing Consulting at
Capgemini, said: "When customers initiate contact with an
organization, they are willingly giving their time, attention and
permission for that contact. Not only can the customer's request be
dealt with, but this is also an ideal opportunity to give a specific
message or offer targeted to each customer. Customer-oriented
companies, such as telcos, are leading the way in Inbound Customer
Marketing."
Nikolas Badminton, Head of Marketing Intelligence Delivery,
Capgemini, added, "The organizations we found that were achieving the
best results from ICM ensure that there is tight integration of
customer data and technical processes for call center, web and retail
channels. It is this integration that ensures they continually design
offers which are most relevant to each of their customers."
"As the leader in providing inbound and outbound customer
marketing solutions, Epiphany understands the specific strategies
businesses need to put in place for intelligent customer
interactions," said Andy McEwan, vice president, EMEA, Epiphany.
"Industry best practices, such as using real-time analytics, customer
segmentation, multi-channel campaign management, and real-time
interaction optimization, will enable the largest enterprises to
create and build long-term, profitable relationships with customers."
Survey Background and Key Findings
Capgemini and Epiphany commissioned research to understand what
kinds of companies have implemented Inbound Customer Marketing, and to
determine the level of sophistication and success of each deployment.
The survey interviewed the heads of Marketing, CRM and Call Center
operations at more than 50 Fortune 500 enterprises in the UK & Ireland
across the financial services, telecommunications & media, insurance,
and travel & leisure sectors in April 2005. Key findings include:
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-- ICM varies in sophistication from "offer of the day" to use of
real-time learning algorithms
-- Return on ICM investment is high, with travel companies and
telecommunication firms leading the way
-- Inbound marketing channels can deliver up to thirty times the
campaign conversion rate of traditional outbound direct mail
-- The call center and Web have been the channels of choice for
ICM deployment, with the Web the major channel for continued
development
-- People channels, such as the call center and branch, are
better for retention offers and electronic channels, such as
the Web, are better for cross-sell and up-sell offers
-- The best performing companies use real-time learning
algorithms (generally in conjunction with predictive
modelling) for ICM, consistently achieving up to 50 percent
sales conversion rates on cross-sell, up-sell and retention
offers.
Additionally, there were several key findings for each vertical
industry market surveyed:
-- Telecommunications & Media: This sector was found to be well
ahead of the curve across all channels. Telecommunications
providers are seen as pioneers of real-time marketing and are
generally generating strong results:
-- No companies in the sector had less than 15 percent ROI;
60 percent of companies realised ROI of more than 25
percent
-- 88 percent adoption of ICM in the call center (highest in
all sectors), also highest with 50 percent adoption in
branch network
-- 50 percent adoption of real-time marketing in call centers
(highest in all sectors), also highest (38 percent) on the
Web channel.
-- Retail Banking: Financial services companies were early ICM
innovators, through prompting systems, but have been surpassed
by the travel & leisure and telecommunications & media
sectors:
-- Highest usage of ICM in branches (47 percent vs. survey
average of 27 percent).
-- Insurance: This sector lagged behind in terms of
sophistication and performance, but a couple of early adopters
have generated some success:
-- Only 14 percent of insurers are generating ROI greater
than 25 percent (compared with 44 percent across all
sectors)
-- 33 percent adoption of ICM in the call center and Web.
-- Travel & Leisure: Companies in this sector are ahead of their
peers in other industries, particularly on the Web:
-- 80 percent of travel & leisure companies had ROI greater
than 25 percent. No companies in this sector had ROI of
less than 15 percent
-- 67 percent are using the Web for ICM -- the highest in all
sectors.
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A summary of the findings and the report can be found at:
http://www.epiphany.com/united_kingdom/icmreport
http://www.capgemini.com/resources/thought_leadership/
inbound_customer_marketing_research_report/ (Due to its length, this
URL may need to be copied/pasted into your Internet browser's address
field. Remove the extra space if one exists.)
About the Capgemini Group
Capgemini, one of the world's foremost providers of Consulting,
Technology and Outsourcing services, has a unique way of working with
its clients, which it calls the Collaborative Business Experience.
Through commitment to mutual success and the achievement of tangible
value, the company helps businesses implement growth strategies,
leverage technology, and thrive through the power of collaboration.
Capgemini employs approximately 60,000 people worldwide and reported
2004 global revenues of 6.3 billion euros.
More information about individual service lines, offices and
research is available at www.capgemini.com.
About Epiphany
Epiphany(R) provides CRM software solutions that increase
profitability at the largest consumer-oriented companies by making
every customer interaction intelligent. With over 475 customers --
including nearly 35 percent of the Fortune 100 -- Epiphany powers deep
customer insights and optimises each relationship from both a revenue
generation and customer retention viewpoint. Built on the industry's
most advanced, service-oriented architecture, Epiphany software
solutions address problems that span business silos, departmental
functions and geographic locations, and result in rapid, measurable
ROI. With a suite of blended marketing, sales and service solutions,
Epiphany enables global organisations to align touchpoints, processes
and technologies around the most valuable enterprise asset -- the
customer. With worldwide headquarters in San Mateo, CA, Epiphany
serves customers in more than 40 countries worldwide. For more
information please visit www.epiphany.com.
Epiphany Safe Harbor Statement
This press release contains forward-looking statements relating to
future results that may be achieved by customers using the Epiphany E6
software product and future sales opportunities. Actual results could
differ materially from such forward-looking statements. Factors that
could cause actual results to differ materially from the
forward-looking statements include customers' individual purchasing
decisions, competition and the introduction of new products and
services by competitors, our ability to hire and retain qualified
personnel, and general economic conditions. These factors and others
are described in more detail in Epiphany's public reports filed with
the Securities and Exchange Commission, such as those discussed in the
"Risk Factors" section included in the Epiphany's Annual Report on
Form 10-K, Quarterly Reports on Form 10-Q and in the Epiphany's prior
press releases. Epiphany assumes no duty to update any statements made
in this press release.
Epiphany and the Epiphany logo are registered trademarks of
Epiphany, Inc in the United States and other jurisdictions. All other
trademarks are the property of their respective owners.