Real-time PDA data capture for field marketers

Leading field marketing agency SMC Field Marketing is using cutting-edge mobile technology called Pinpoint to offer clients real-time data capture direct from the field.

The bespoke system from award-winning software provider eSAY Mobile has enabled the agency to replace paper-based data capture systems with a streamlined, electronic process delivered in real-time via hand-held PDA devices.

Using a simple, tick-box format on the PDA, SMC field agents can now capture data live from the field and file it instantly to a secure website - enabling the company and its clients to have live access on a daily basis.

The Pinpoint technology was trialled over a two-month period on a major UK lead generation project for a consumer-facing client.

The benefits delivered were immediate and tangible.

Benefits included the following.

* Dramatically quicker turnaround of data and results for clients; under the paper-based system, it took an average of 5.8 days to enter, verify and analyse data; using the PDA system, full reports are turned around within one business day.

Clients can also enjoy live, real-time access to data as it comes through from the field.

* Increased accuracy of data capture - the software prompts agents to complete all fields before a form can be filed, and the single entry of data under the electronic system means fewer errors.

* The ability to monitor staffing and productivity levels; the system has given SMC greater control over remote staff by increasing the visibility of individual outputs.

* Ease of use for the field agents; the SMC employees who trialled the software found it intuitive to use and, in some cases, quicker than using paper forms.

Following the success of the pilot project, SMC has ordered additional Pinpoint-enabled PDA units from eSAY Mobile - a leading provider of bespoke mobile technology to business.

In addition to the lead generation programme referred to, SMC will be utilising the technology for a series of customer acquisition programmes during 2007/2008 with clients in the financial services, telecoms and market research sectors.

eSAY Mobile has also developed the initial software package so that SMC will soon be able to convert any paper-based data capture form into a format compatible with the PDA, internet-linked system.

The new software will also enable SMC to 'publish' new forms instantly to the PDA devices - wherever agents are in the world.

Andy Shipton, Managing Director of SMC Field Marketing, said: "Although PDA technology is not new to SMC and is widespread within our industry, I believe we are in the vanguard in terms of commissioning a bespoke system for our own use.

"We have been delighted with the technology, which has delivered very tangible benefits for our staff, our clients and our own company.

"We are now actively promoting it to existing clients who are still using paper-based data capture".

He added: "eSAY's support on this project far exceeded my expectations - they turned around delivery of the initial software within just two weeks and have been supportive and responsive throughout".

Colin Yates, Technical Director of eSAY Mobile, said: "This project demonstrates the very real benefits that mobile technology can deliver in a field service environment.

"The ability to link remote workers seamlessly to the back office offers a major competitive advantage, as well as improving client service levels through faster response rates".

SMC Field Marketing is one of the UK's leading field marketing agencies - ranked 11th in Marketing magazine's 2006 league tables.

The company has an extensive field resource throughout the UK of over 4,000 staff, trained to deliver excellence across all retail, B2B and consumer channels.

eSAY Mobile is an award-winning provider of bespoke software to business.

Its mobile technologies are currently being used in the utilities, fleet management and marketing sectors.

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