RCN Publishing, a wholly owned subsidiary of the Royal College of Nursing, has announced that they have adopted DataSalon's MasterVision service in order to gain a better understanding of their customer base and to further develop their business.
MasterVision gives RCN Publishing a complete 'single customer view' of all their customers and contacts, incorporating subscribers, authors, members, alert and forum sign-ups, event attendees and advertisers. This 'single customer view' means that all of this valuable customer information is now very easy to interrogate, and accessible to a wide range of staff from different departments - so providing better workflows and greater efficiency.
Traditionally, RCN Publishing has been very much focused on nurses in the UK. Now, with the help of MasterVision, they plan to expand this focus, by gaining a better understanding of the institutions that nurses work with, and also by looking beyond the UK to gain a more global perspective.
Staff at RCN Publishing will use the new insights provided by MasterVision to increase revenues in several different ways. RCN management also believes that MasterVision will help to improve customer data quality across the organisation. The solution provides powerful tools for de-duplication, and for identifying the best and most up-to-date name, address, email and subject interests for each contact.
Clean data together with an integrated customer view will support high-level management reporting to identify key customer trends over time, and so highlight the main opportunities and risks to be addressed in the future.
