Spark: Creating Deeper, More Valuable Customer Engagement in the Face of Data Fragmentation

The exponential growth of digital channels and touchpoints has given companies access to an unprecedented amount of customer data. However, as Fred Grebenshikoff, Managing Director of Spark believes, “it is the fragmentation of customer data that is making it difficult for organisations to create consistent and relevant customer experiences – and that’s where we offer solutions”.
Headquartered in Sydney, Spark specialises in customer engagement solutions that help their clients to find value in their customer base by engaging those customers only when its required or relevant.“The customer feels valued as the offer or communication is relevant to them” says Fred.

One area that Spark assists its clients in is to automate the convergence of the fragmented customer data, transform it and then push it into the client’s inbound and outbound channels. “This enables our clients to have seamless, personalised and more meaningful interactions with their customers” says Fred.

Spark’s analytics and automation services are powered by software provided by Pitney Bowes – a global leader in customer information, customer engagement and location intelligence solutions.

The Platform service, based on the Portrait suite is installed, configured and enabled in each client’s environment. This as Fred says, “brings comfort as some organisations are reluctant about moving customer data into the cloud”.

To further enhance long term customer value and engagement, Spark designs customer metrics and segmentation tools to be used in conjunction with the Platform service. One of which Fred talks about is the Behaviour Quadrant for financial services, which he describes as a bi-dimensional segmentation tool that converges Customer Value with Customer Behaviour. “Effective segmentation and profiling will help you develop a deeper understanding of your customers, know what product or service to promote and, ultimately deepen the relationship with each customer”, says Fred.

Fred highlights the unique advantages of Visual Dialogue– part of the Platform suite.Campaign ready data and metrics are available in Visual Dialogue, providing clients with a central platform to plan, execute, monitor and fine tune their customer engagement initiatives.

When asked of what was on the horizon for Spark, Fred was excited to discuss new Customer Engagement Solution by Pitney Bowes called EngageOne Video. “Imagine a real-time, human-to human conversation, without the need for humans! Interactive and Personalised Video communication uses data, to personalise a video journey designed to resonate directly with the viewer. Through a combination of customer data with interactive prompts and call to action, viewers can respond to questions or receive the answers they need. An Interactive Video with a human or digital presenter has the unique ability to captivate viewers and help companies communicate truly relevant and meaningful messages.” says Fred.

Spark is in its seventh year of providing customer engagement solutions. With numerous client achievements under their belt, along with product launches in the near future, Spark is sure to continue their success in the customer engagement space.