Understanding Customer Attitudes with MidStrata ADCS

MidStrata(tm), an innovative provider of collaborative e-Business solutions, recently released version 2.1 of its Adaptive Data Collection System (ADCS). ADCS introduces a revolutionary method of empowering business users with the tools to easily create advanced interactive web-based systems.

August, 2003 -- MidStrata, an innovative provider of collaborative e-Business solutions, recently released version 2.1 of its Adaptive Data Collection System (ADCS). ADCS introduces a revolutionary method of empowering business users with the tools to easily create advanced interactive web-based systems.

Take customer relationship management (CRM) for example. After users know the who, what, when and where of customer relationships, they need to know why and what is next. Incorporating attitudinal data into the analysis of traditional CRM data can make a relatively successful CRM initiative outstanding. Including attitudinal data and understanding the correlation between it and behavioral or transactional data is critical for obtaining a comprehensive understanding of the customer.

A leading telecom provider is currently using MidStrata ADCS to collect attitudinal data. Marketing analysts use ADCS Studio, a visual easy-to-use tool, to design adaptive surveys with built-in intricate logic (such as skip patterns, validation rules, and preconditions). The design of these adaptive surveys (some of which are hundreds of pages long) follows a thorough analysis by consultants and in-house analysts, collaboration between multiple departments and offices, and continuous feedback from a sample audience.

The entire process is made incredibly easy by MidStrata ADCS. Its 100% web-based design tool means that many individuals from different departments, offices, and even countries (international consultants), are able to collaborate in real-time. ADCS Object Repository means that individual questions or selection objects could be designed by different experts and reused on many surveys. ADCS Sampling allows a sample audience to participate in the development of these
intricate surveys, and their responses can be analyzed in real-time.

Once a survey is published, MidStrata ADCS deploys a compiled and branded version of the surveys on scalable server clusters and utilizes relational database-servers to manage responses in a high-volume, multi-channel environment. Because the published surveys are 100% HTML (web-based), visitors to the shop floors could use touch-screens to fill the surveys out, hundreds of customer service agents could use their call-center management systems to fill the surveys, and visitors to their website can also fill-out the same surveys. Within a short period of time, respondents would unknowingly navigate their way through hundreds of questions, seeing and responding to only the relevant ones.

While responses come in from many different channels, the response data is collected in a central database. This means that analysts and market researchers can access the response data in real-time from any location. To make their job easier, MidStrata ADCS 2.1 provides a one-click automated mechanism to export the results to SPSS format for a thorough statistical analysis of the data.

The implementation of MidStrata ADCS, and the training of all concerned users, takes less than five days. Today hundreds of analysts, managers, customer service agents, and consultants depend on MidStrata ADCS to stay one step ahead of the competition by understanding customer attitudes and predicting their future behavior.

For more information, visit: http://www.midstrata.com/publicsite/solutions/crm.asp

About MidStrata

MidStrata is creating real value for mid-sized enterprises through its collaborative e-business Solution Suite, including its Procurement and Fulfillment solution, and through its range of e-business services. MidStrata's Procurement and Fulfillment solution allows businesses to collaborate with their trading partners, customers, and suppliers on-line, and to create private trading blocks, while improving the efficiencies of all participants. MidStrata provides a wide variety of collaborative e-business services with each service supported by decision optimization and transaction management. Founded in 1999, MidStrata's mission is to deliver value to its customers through the process of electronic collaboration.