DLG, the UK’s leading supplier of consumer lifestyle information for direct marketing, has selected smartFOCUS’ Analyzer marketing software to improve client satisfaction by decreasing response times to sales enquiries at its UK offices in London and Watford, as part of their ongoing commitment to improve customer service.

DLG provides direct marketing lists and supplies extensive and highly targeted data to marketers.  The smartFOCUS software enables DLG’s sales teams to run quick counts on its database, based on clients’ often very complex segmentation needs. The Data Production team also uses the system to carry out more complex counts and to extract any data requested by clients more quickly than ever before.

DLG selected Analyzer for its scalability and its ability to handle extremely large volumes of data whilst accommodating the needs of a sales team that is growing through acquisition and investment. DLG has invested in an Enterprise Licence for some 80+ users across the Sales, Marketing and Data Production teams. This is a key business investment and, in recognition of the significance of this, the agreement incorporates a 5 year support agreement.
 
Richard Webster, Group Communications Director at DLG, explains: “Having the ability to run quick cross tabs and breakdown of datasets has given our sales teams more understanding of the depth of our data and provides them with the best tools to help clients to achieve their marketing objectives. The system is simple to use and was quick to roll out to the sales team. The ability to handle a large volume of data has enabled DLG to consolidate all its datasets into one single consumer view on a more regular basis and quicker than before

He continued: “Client satisfaction has always been our top priority, and turning orders around swiftly and efficiently is absolutely crucial for achieving it. Increasing the speed of counts and data extraction through this system will allow us to service our clients better by meeting their urgent data requirements.”

Peter Watson, smartFOCUS Client Services Director said “Our objective is to work with our customers to ensure that they gain maximum return from their investment in our software and services. We are delighted that DLG is able to offer improved efficiency and response times to their customers as a result of using our technologies. We recognise that a high level of customer service is key to DLG and look forward to continuing to work with them in the future.

About DLG
DLG is the UK’s leading supplier of consumer lifestyle information for direct marketing, allowing organisations to source, grow and retain profitable customer relationships through multi-channel communication using marketing data and predictive enterprise solutions.  DLG works with more than
1,000 clients across a diverse range of industries including financial services, telecommunications, automotive, insurance, retail, manufacturing, leisure, utilities and e-commerce.  

DLG continues to extend the boundaries of multi-channel data collection that includes the use of telephone, mail, warranty cards and the internet to provide higher quality information, quicker delivery and better response rates than are typical in its market.  DLG posts annual sales of c.£17 million, completed a £25 million MBO in March 2006 and acquired Wegener DM UK in October 2006.