Category Archives: Lattice Engines

June 24th, 2013

Intimate or Creepy? How to Prevent a Big Disappointment when Selling with Insights and Selling with Big Data

Selling with Big Data

Intimate or Creepy? How to Prevent a Big Disappointment when Selling with Insights and Selling with Big Data

I recently had the pleasure of re-connecting with an old acquaintance who is now an executive at a company called Lattice-Engines. The company helps sales and marketing organizations to transform customer data into deep, real-time insight about customer needs and behavior to make better decisions on which accounts to target and how to engage with decision-makers. We have a common client, and are excited about helping our client incorporate these insights into their conversations to create value for their customers and win more business.

As consumers, we all know there is a fine line between an intimate customer experience and a creepy invasion of privacy. The Ritz-Carlton gets rave reviews for knowing its customers and anticipating their needs. They pay attention to details, such as knowing their favorite wine, restaurants or shops, and this drives immense customer loyalty. I don’t stay at the Ritz very often, but when I do, I really enjoy the experience. They make their customers feel special.

Contrast this with an experience I had at a branch of a large national bank in the suburban grocery store where I used to shop. My wife and I had just sold an investment property and had a larger than average cash balance in our checking account. I was at the bank making a routine transaction, when a young bank » Continue Reading.

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