3rd-Party Data And CRMs

What We’ll Discuss Today

•What Does Billian’s HealthDATA Provide•Best Practices•Preparing For Integration• Execution•After The Integration

•User Experience•Voice-Of-The-Customer•Wrap-Up / Q&A

• SalesForce.com Integration• Data Exports From The Billian’s

HealthDATA Portal• Excel friendly .csv files and Access

friendly relational downloads

• Export to FTP• Customized reports exported

automatically export to FTP

• API Access• Customized reports requested on-

demand via API calls• Full data set requests

What Does Billian’s HealthDATA Provide?

Prepare For Integration

•What Are Your Goals For Integration?Updating existing data? New leads? Email marketing?

Something else, or some combination of needs?• Identifying your goals can help scope the scale of

the integration.

Assessing Existing Data Matching With Billian’s Records

Target Objects (Accounts, Contacts, Leads) Fields & Contacts Of Interest

Update Frequency/Sync Schedule User Experience

• Sources• Proprietary data grown over the

years through direct input• 3rd-party data sets

• Health• Age and accuracy• Propensity of duplicates

• Matching• 3rd-party identifiers• Partial identifiers

• Missing Data• What data would add value to the

users of CRM

Assessing Existing Data

Matching With Billian’s Records

•How Can You Most Efficiently Match Your Accounts With Those Of Your 3rd-Party Vendor?

This is by far the most intimidating step in the process, but it shouldn’t scare you!

• Identify crosswalk fields.

• Make sure to accept a field as a match only if the value is unique to each data set.

Common 3rd-Party Identifiers Partial Identifiers BHD Directory Code Phone

Medicare Provider Number 800-Number NPI Fax DEA URL DUNS Name /Address/Zip

Matching with Billian’s Records

•Services•Billian’s HealthDATA and other analytics

companies offer end-to-end services to manage the process for you

•Tools To Do-It-Yourself•Common Desktop Tools (Excel and Access)•Purpose Built Software (Fuzzy Logic)•Billian HealthDATA’s SalesForce.com App

•Matching Contacts• Contacts present more significant challenges• Names and even titles can vary widely even

though neither source is technically incorrect• Using tools with fuzzy logic and related terms (i.e.,

David to Dave) yield best results

Matching With Billian’s Records

• Reviewing Results• When matching with partial IDs, it is always best practice to score and

review results before applying

Target Objects• Accounts• Customers are typically most concerned about what are

called account level records in SalesForce.com.• The SalesForce.com Integration was developed focused

primarily on accounts.

• Contacts• Contact data – tied to their related account – is also a chief

component of the integration.

• Leads• Leads can be pulled into SalesForce.com similar in nature to

accounts and contacts but with less customization available.• Don’t forget to setup lead conversion rules!

Fields & Contacts Of Interest

•What Data Do You Need In CRM To Be Most Effective?

• Choose fields that are frequently used by reps for prospecting or account sizing, and those that would be useful by marketing when building a contact list.

• Select contacts that are important to your business... You can always add more later.

• Be aware of spam compliance rules and requirements of your vendors.

66 GBs of Data

8K Fields

4 Billion Data Points

2.1 Million Contacts

150+ Titles

400K Emails

• You’re Ready To Sync!

• Once you’ve matched accounts and selected objects, fields, and contacts to sync you’re ready to execute.

• In the SalesForce.com App, this is a one click process to update, insert, or upsert records.

• Setup a recurring schedule to get the most up-to-date information.

Update Frequency & Sync Schedule

Update

• Updates existing matched records

Insert

• Inserts new records

Upsert

• Updates and inserts records

Define needs and goals to enable user-facing access to content.• Organzing Data• SalesForce.com• Single Sign-On• Buttons and Links• Using SalesForce Features• Billian’s HealthDATA Portal Features

• Other Applications• Support of custom URLs• Power of the API

User Experience

Voice-Of-The-Customer

•The Most Valuable Data In CRM – What Your Customers Think.

Incorporating survey data can give sales, marketing, support, and administration real-time, actionable data!

•Gets The Right Information In Front Of The Right People At The Right Time.•3rd-Party Tools/Apps Can Enable Feedback.•Porter Research Can Define Programs/Instruments.

Customer Experience Support Engagement

Sales Win-Loss Defector Surveys

Lead Generation Product Feedback

Net Promoter Survey Data

Real-Time Sync

Qualified Leads

Follow-Up On Customer Concerns

Case Study

Act On TheVoice-Of-The Customer

In Real Time

Q & A

http://www.billianshealthdata.com/Promos/Billians_HealthDATA_Portal_Offers_Salesforce.com_Integration