To: go_bucks who wrote (1148 ) 6/15/1999 3:27:00 AM From: stockman_scott Respond to of 2908
From Rogers and Pepers 1 to 1 Marketing Newsletter...FYI... <<June 3, 1999 I CALL YOU, YOU REMEMBER ME Don Peppers Last month, MIT's Sloan School of Management awarded Minneapolis-based Net Perceptions its E-Commerce Award for Technological Innovation because the group believed that Net Perceptions' real-time recommendation engine technology has "the greatest potential to further revolutionize Web-based commerce." Like any good innovator, Net Perceptions is not resting on its laurels. Instead, it is extending its best-of-breed collaborative-filtering technology to call-center interactions with a new product called Net Perceptions for Call Centers 1.0. Net Perceptions developed Call Centers by asking leading catalog merchants what products they recommend to customers who purchase products over the phone. More often than not, those merchants recommend items that hold only incidental interest to a customer, such as overstocked goods, or the top five sellers from a current catalog - not what we'd classify as 1to1 recommendations. Net Perceptions realized that companies could make their call centers more profitable and customers more loyal if those customers felt like they were known and valued while they were on the phone. The Call Centers product accomplishes this by allowing customer-service representatives (CSRs) to deliver personalized recommendations for other products based on what a particular customer is telling them in real time. Essentially, it is a second database designed to perform seamlessly alongside a company's existing customer database as a more nimble recorder of real-time interactions with customers. So, when a customer calls to purchase another item, the CSR can pick up where the last transaction left off because Call Centers' recommendation engine has memorized the customer's preferences and stored them in its easily accessible database. It can then prompt the CSR to make another customized cross-sell or up-sell recommendation based on "community knowledge" - the insight gained from the small community of other buyers who share similar preferences and tastes. Net Perceptions is famous principally for this recommendation technique, also called "collaborative filtering." Call Centers is fundamentally a recommendation engine and not call-center management software, although it easily integrates with and is enhanced by such software. It also helps businesses by predicting demand for products with no purchase histories, and leveraging customer data to create 1to1 marketing efforts customized specifically to consumers' tastes, eliminating wasteful and irrelevant offerings. One company benefiting from Call Centers is SkyMall, Inc., which publishes an in-flight compilation of merchandise from leading retailers. The company markets to more than 410 million airline passengers a year. It also offers an expanded array of goods on its e-commerce site. Call Centers integrates with SkyMall's existing customer database to provide, via its call-center operators, personalized product offerings based on a caller's purchase history at the point of sale. SkyMall completed its installation of Call Centers just 20 days after signing a deal with Net Perceptions and began testing it last March. Preliminary results indicate a "significant increase" in up-sells, according to Michelle Barenbaum, SkyMall's vice president of catalog marketing. Most of these up-sells have been for products costing $60 or more. SkyMall plans soon to integrate Call Centers with its Web site, which will also feature Net Perceptions' recommendation engine. In this way, regardless of whether they buy from 1-800-SKY-MALL or www.skymall.com, shoppers will have their preferences remembered by Net Perceptions' recommendation engine. Like its previous innovations, Net Perceptions for Call Centers is powerful 1to1 technology that helps companies take a first step toward turning their call centers into customer centers.>> NETP is a true innovator that is executing and is undervalued in this market. Remember, it never had one of the crazy internet run-ups that some of the high flyers have had. NETP came to the public market at a very difficult time. Yet, the company has strong fundamentals and IMO it will receive an appropriate valuation -- if your investing time horizon is a LONG one..<GG>!! Best Regards, Scott