The stakes are high for today’s marketing departments. As evidenced in the recent departures of CMOs at automotive, consumer packaged goods, and software firms, it is imperative to maintain a finger on the pulse of the consumer. Getting the marketing mix and forecasts right, especially when the consumer has so many choices and so many points of influence, is the difference between wild success and so-so sales.
Gathering data on consumer decision making and predicting trends has always been challenging. There is no easy way of validating (sometimes reading) information scribbled on paper checklists, much less keeping it intact for follow up. Even automated surveys, while appearing interactive, provide data for only a snapshot in time, from willing participants who have the time. Staying with a prospect from the initial point of contact throughout the purchase cycle is invaluable, obviously for Sales, but paramount for Marketing as they review the data at stages, in aggregation, and post-sale.
The Pebble Beach Concours d’Elegance in August was the backdrop for the U.S. debut of Gather, the real-time data capture application from data management expert, MSP. Long a trusted ally and confidant to the marketing minds at luxury automotive and motor bike manufactures, MSP recently added three software applications to their arsenal of consultation services. “We live, breathe, and ‘get’ what needs to be asked. And, we know how to ask” comments MSP CEO, Andrew Spalding.
“The other great thing is that we have the ability to integrate sales information into the data collection process so that the prospective customer can be presented with options – product features, brochures – that meet his or her need while they are completing a short registry. And, when registrations and signatures are required for experiences such as a test drive, we can include the necessary administrative information as part of the application, eliminating the need for paper.” This becomes especially important at events where making that initial connection is crucial and details need to flow quickly so that the field can pick up the conversation.
What makes the MSP software products – Gather, Discover, and Combine – so valuable is their ability to follow the customer sales cycle online, in real time with benefits to both Marketing and Sales. From understanding needs and preferences to validating decision criteria (for Marketing), through integrating with the CRM system for assignment and follow up (for Sales), one software application can provide multiple ROIs. “Through our software products, we extend our services beyond the sales cycle. By integrating marketing insights with sales leads, we provide a better look at the entire customer experience.” The beauty of the MSP applications is that they offer a range of interface options, from mobile devices like the iPad to traditional stationary kiosks.
About MSP
Technology defines the 21st Century, making information instantly available, driving efficiencies, and raising expectations. MSP helps clients stay informed and ahead, discerning customer needs, preferences, and decision-making patterns. Established in 1971 by celebrated motor bike racer, Maurice Spalding, MSP delivers software solutions that provide up-to-the-minute intelligence and data clarity to capture, analyze, and process consumer insights in “the cloud”. Using MSP software solutions, organizations can take immediate action. MSP customizes client applications so corporations like Rolls-Royce Motor Cars, Honda, Piaggio, Kawasaki, and Suzuki can GatherTM and DiscoverTM key customer decision-points into business. For more information, visit www.msp-uk.com or call +44 (0) 1273 208777.
