Case Study

About BrightView

BrightView, a $2 billion landscape services company with over 19,000 employees, had a challenge with its’ data being housed in multiple databases and without a single authoritative source. This fragmentation negatively impacted BrightView's bottom-line in many ways, from not keeping customers engaged and losing to competitors, to not providing information to sales so they can effectively prospect and convert prospects into customers.

Two-phase approach

BrightView approached their long-term marketing and technology data partner, Measured Results, to start solving this issue. In a two-phase project, MRM focused on creating a benchmark of all of the key databases from BrightView and fields to gain a deeper understanding of the process used to capture and update data across multiple databases.

Stakeholder Inverviews

Measured Results worked with BrightView to identify the key roles that were responsible for specific processes and aligned those with the 11 databases reviewed. MRM interviewed nine individuals spanning 11 different roles to ascertain if there was a standard process for a role or if it varied based on individual or region. We determined gaps in process and data quality and created a customer master record after reviewing almost 4,000 fields in 11 databases. The end conclusion that Measured Results found was to consolidate the data, re-engineer the roles interviewed, and establish the master record created across the organization.

Business Impact

Measured Results’ analysis of BrightView’s key data sources, and the work spent figuring out if a prospect was a customer with a previous relationship and where to assign the lead for follow up, allowed BrightView to better understand gaps in data and process. It led to a reduction of fields, an initiative to create a master contact record, and an entirely re-engineered sales process and Salesforce configuration.

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