astwater armed BroadVision, leading supplier of personalized e-business applications, and its partner Hewlett-Packard with knowledge and information that
enhances the effectiveness of the companies' sales efforts.astwater armed BroadVision, leading supplier of personalized e-business applications, and its partner Hewlett-Packard with knowledge and information that
enhances the effectiveness of the companies' sales efforts.
BroadVision's stellar customer base, many of which are in the top tiers of their industries, are the pioneers in the innovative deployment of applications that personalize communication with end customers. They have amassed a significant amount of knowledge and experience with personalization and its effective use in e-business. BroadVision wanted to provide its sales force and those of its partners with a deeper, validated understanding of return on investment (ROI) — of how customers are deriving value from their implementation of BroadVision’s One-to-One solutions. BroadVision engaged Fastwater to conduct primary research within its installed base, and to report and analyze the results in a study to be used internally as a sales tool.
We interviewed customers in both business-to-business and business-to-consumer commerce environments. We asked about the primary business drivers for their One-to-One implementations, the ROI analyses that they performed prior to installing the software, and about results and how they are being measured. Prior to conducting the interviews, we developed an interview guide, and we worked with BroadVision and HP to identify key customers to include. In the course of the conversations, we were able to gather both qualitative and quantitative data. We aggregated the results (writing them up "blind" — that is, no customers were mentioned by name). We augmented the primary research with information on ROI and state-of-the-art implementations that we gathered from secondary sources.
The outcome of the analysis that we performed not only provided BroadVision and HP with valuable insight into their customers' expectations and real-world results, but also enhanced Fastwater's knowledge of the impact of personalization technologies on customer life cycles.