Trust and relevance: when data is useful to everyone


Pascal Laik, President of FollowAnalytics (opens in a new window), drives the strategy behind this CRM mobile specialist start-up that joined Orange on the stand at the Viva Technology 2018 show. He explains how reasonable data use can positively impact all business relationships.

“Our raison d’être is based on the belief that the mobile channel is the preferred choice for customer services. The French spend on average 2.5 hours a day on their phone, which offers enormous potential in terms of customer interaction and proximity. The challenge is to send the right message at the right time!

We offer our customers different building blocks to achieve this: a data collection tool, a dashboard to analyse user behaviour and finally a campaign manager which uses artificial intelligence to target online or in-app messages according to the user’s context.

Any organisation that manages customer interactions via the mobile can benefit from our services. The most important sector today is bank-insurance, which is currently competing with 100% digital players (such as mobile banking), and reacting by developing a range of contextualised mobile services. But we also help smaller organisations such as sports associations or clubs, bringing together communities around shared interests and personalised content.

“Having a deeper customer insight makes it possible to be more relevant in terms of information, so people aren’t bombarded with useless or intrusive promotional messages”
Pascal Laik
President of FollowAnalytics

More generally, we believe that advanced data analysis can be useful to individuals and society as a whole. In our business, having a deeper customer insight makes it possible to be more relevant in terms of information, so people aren’t bombarded with useless or intrusive promotional messages. With artificial intelligence, it is now possible to target much finer and more precise segments of the population than traditional marketing did, so more relevant services can be proposed. By analysing behaviours on an interface, for example, it’s possible to provide a more helpful approach for customers rather than just focusing on sales positioning.

When it comes to innovative services such as respecting data privacy, the key issue is ultimately trust. The General Data Protection Regulation is a founding mandate in terms of users’ rights. FollowAnalytics has also developed a tool to help organisations ensure they are complying with it. With our Personal Data Wallet, the end user can access his data and manage his consent via our customer interfaces. It is a first in Europe!”

Pascal Laik © DR