• November 17, 2015
  • By Leonard Klie, Editor, CRM magazine and SmartCustomerService.com

Connectivity Integrates with RingCentral to Enhance Customer Profiles

Connectivity, a customer intelligence solutions start-up based in Los Angeles, announced that its Customer Insights platform has been integrated with RingCentral's cloud business communications system. With Customer Insights allowing enterprise-level businesses with physical locations access to rich customer demographics, the platform's integration with RingCentral provides businesses with even more information by combining Connectivity's ability to generate customer lists from phone records with data from RingCentral's communications solution.

Connectivity provides a suite of marketing intelligence tools for businesses with brick-and-mortar locations, helping them to identify their best customers, understand customer opinions, and recognize competition, while also identifying future growth opportunities. The Customer Insights platform expanded on this mission with the ability to automatically build customer profiles from a single piece of customer data—such as a phone number or an email address—while also tracking when customers call or email a business and monitoring activity on social media and review sites.

RingCentral promotes continued connection with customers and colleagues, regardless of location, across a range of business and personal devices such as smartphones, tablets, computers, and desk phones. The new integration between the two services provides Connectivity users with a robust cloud business communications solution while simultaneously allowing access to an enormous amount of customer data and insights. Businesses are empowered to automatically grow their contact lists with every incoming customer call, retarget customers with Facebook ads, use automatic text messages to reply to missed business calls, and respond to social media mentions and reviews.

Once your business's phone line is connected to RingCentral's platform, Connectivity automatically analyzes two years of phone records to construct customer profiles. Every time a customer interacts with your business—whether through a call, an email, a social media post, or a review, notifications are delivered through a live interaction feed. These notifications are a powerful tool for providing businesses with customer data. The union of these two services is a response to the belief that companies are not using the phone to its fullest potential as a source of customer information. Connectivity CEO Matt Booth said in a statement that even if businesses are tracking phone calls, they probably aren't fully utilizing that data to build comprehensive customer profiles.

In another statement, Booth noted that the increase in multichannel communications by customers is an example of the media fragmentation he has observed over the past five years. Booth said that frequently customers will use email for their inquiries and then follow up on the phone. Furthermore, businesses have traditionally had separate teams managing different customer channels, making vital customer information diffuse and difficult to track. Connectivity seeks to help businesses tie together these multiple contact points, and the data provided by RingCentral enhances Connectivity’s ability to create detailed customer records.

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