Turning insight expertise into CX innovation

GBG, an identity management company, have been successfully providing customer database, analytical services and campaign management solutions to their clients for many years. These solutions use a combination of GBG's unique data assets, expert teams and use of third-party technology.

GBG were receiving more and more requests from clients asking for help to support them on digital transformation and customer experience projects.

While GBG were able to provide consultancy to identify what needed to be done, and could use their campaign solutions to go some way to support these clients, they still had a gap. What GBG needed was a technology which could act as a central brain linking together their clients' existing technologies, so that clients could listen to their customers at each touchpoint and then make intelligent, data-driven recommendations using the best available data—all in sub-100-millisecond real time.

After extensive research of potential technologies, GBG chose to work with the Alterian Real-Time CX Platform. After initial training of the GBG technology team, implementations commenced with two clients: a sporting club and a travel company. As well as training, the Alterian professional services team also supported GBG with initial support to help tailor the systems.

Alex Thompson, Product Director at Alterian, said: "We were so impressed with how rapidly the GBG team learnt and started using our technology. With the benefit of their data, technical and business consultancy skills, they have become highly skilled experts on implementing our technology in just a few weeks."

The two initial implementations by GBG delivered rapid benefits.

For the sports club:

• The real-time initiative has meant that one in every five emails sent results in a recovered sale
• For every £1 invested, between £75 and £90 is being recovered in attributed sales

For the travel company:

• The solution has connected the website and call center channels together to ensure a better customer experience
• The initial use case generated circa £61,000 of directly attributable revenue

As Jayne Thomas, Client Engagement Director at GBG, explains, they've now got an excellent solution to address the digital transformation and customer experience challenges facing many clients.