COOKING ON REAL-TIME GAS
TALEND
With the goal of revamping ETL ( Extract , Transform , Load ) and data integration processes with Calor ’ s data warehouse , Gartner recommended the installation of Talend , with Datalytyx selected to implement the solution .
“ Talend is an enabler for us ,” says Went , “ especially in terms of customer segmentation and information and data management . It has proven its worth in terms of being able to shift large data volumes between platforms from multiple sources , and in quick time . “ However , we are still learning ourselves about customer behaviour and relating this to the personas we have been able to identify . So when we send the wake up offer towards the end of the contract period we are seeing what responses we get , what works well and what doesn ’ t . We should soon be able to identify some sweet spots within customer segments . If we can understand the customers better and understand what is important to them over time , we can personalise our offers and become more successful in retaining them , which is ultimately what we ’ re trying to achieve .”
While Went confirms that some early indications have been made as to potential successful approaches to certain customer groups , other factors beyond Calor ’ s control are likely to impact a customer ’ s thought process .
“ The environment is changing , as is the price stability that we ’ ve had over the past year or two ,” he adds . “ Coming up with the initial set of algorithms isn ’ t a one off , we have to keep adapting as conditions change and as customer behaviour changes .”
Alongside Talend , Calor is looking ahead to many other technological enhancements , including a new CRM system to help interact with customers in much more modern way , whether it be digital , automated or personal .
Renewal of existing technology such as mobile phones for deliver drivers and asset tracking software are other items on the agenda – all with the aim of joining up to make Calor a truly real-time business .
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