(soft music begins) >> Welcome to this CUBE conversation. I'm Lisa Martin, I'm joined by Jeremy Swift, the CEO and co-founder of Cordial. Jeremy, welcome to theCUBE, it's great to have you on the program. >> Hey, thanks so much Lisa, it's great to be here with you. >> Making this conversation's work very socially distanced, but I'd love to understand a little bit about Cordial. What do you offer and how do you help customers? >> Yeah, yeah, I appreciate the question. I guess for starters Cordial is a cross-channel messaging and data platform. Our clients, let me tell you a little bit about what that actually means. But I would say our clients can collect all of their unstructured, kind of disparate customer and business data from wherever it lives within their tech stack. And then ultimately use that data to build audience segments, gather insights about that data and about their customers. Kind of discover some trends on that too and then ultimately automate and orchestrate hyper-personalized customer experiences at enterprise scale. And when I say experiences too, to define that a little bit. I really am talking about, frankly, kind of a wealth of interactions that a customer might have with a brand. So, that could be things like transforming your promotional, your triggered and your transactional email, communications to your SMS and your MMS messages, to your push in your in-app messages, targeted direct mail, all the way, actually, frankly, to things like in-store devices like clienteling experiences and things like that when you're physically going into the store, whenever we can get back into that, a little bit more consistently, I would say. And then even things like sending targeted audiences to third-party social platforms like a Google Adwords or a Facebook or whatnot. So, in short, I would say we're the underlying data platform and the activation layer that helps brands better communicate with their customers because they ultimately understand their customers better. Um, yeah, go ahead. >> You mentioned hyper-personalized and we've been talking about personalization for a long time. And especially as the more demanding we consumers get, we expect brands to know who we are, offer us the right things that are in sequence and offer me something I've already purchased. But define hyper-personalized customer experiences. >> Yeah, yeah, it's a really good question. You know, I think this is a significant piece that when we think about kind of the marketing language or lingo that gets used out there, this is probably one that gets used a little bit flippantly. It really is this idea of taking the individualized behaviors of you, Lisa, of me, Jeremy, and looking at those in a full view, not just what I did in this moment but what is my history with your brand tell me? And how do also some of those behaviors now also, maybe predict future behaviors as well. And using that data to ultimately drive and derive the content that is being put into the message. So, hyper-personalized meaning truly, one-to-one, like very, very discreet or descriptive pieces of data that ultimately tie to unique pieces of content that are going to drive a great experience or a particular behavior. So, some examples of maybe how we deploy that with folks, we work with brands like Backcountry or Revolve Clothing, Eddie Bauer, 1-800 contacts, we work with brands like that to help them drive revenue growth through things like, again, hyper-personalized messages drives higher revenue per message. It helps them significantly increase their customer lifetime value, again because the experience that they're creating for them is very tailored, very unique to that individual. So, some things that we measure ourselves on with respect to that and things where we're really proud of are things like our clients are generating a 250 X ROI. And typically they're achieving triple digit revenue growth within their first 30 days using Cordial, our platform, because of the data layer that we have there, we built a transformations product to that just last year alone for our clients transformed and activated over 110 billion customer data records, again for our clients there. And probably the thing that I think excites me the most and frankly kind of gets back to some of my roots in my history of why we started this business too, but, it really is our implementation process as well. So, brands want to hyper-personalize, they want to do all these things that we talk about. But often they think, man, the process to get there is going to take me a really long time. Again, one of the things we really pride ourselves on is that implementation process. It's 90% faster than the legacy marketing clouds out there within the market. To give you an idea of how incredibly fast that is. Our enterprise clients are up in sending typically in less than seven days. That really is unheard of to nearly all enterprise brands but we really pride ourselves on the flexibility of cordless technology coupled with our incredibly talented services team that really helps unlock that for many of our brands and customers. >> So, big numbers that you mentioned, customers achieving impressive metrics-based business outcomes. You talked about the 250 X ROI, triple digit revenue growth very quickly. You also talked about your implementation process being 90% faster than legacy marketing clouds. Talk to me about the actual data platform. And I'd like to kind of unpack that into some of the things that differentiate it. >> Yeah, yeah, absolutely. I guess first and foremost, on the data platform side of things, that really is a significant differentiator. And I guess even before I jump into that though, too. I would be remissed actually if... I think that's natural to probably jump right into product as being the key differentiator at the end of the day. But when I really do honestly think about what differentiates Cordial in the market and what are the things that we really hang our hat on, I can honestly say Lisa, like first and foremost it really is our people. Again, I know it's really natural to go straight to product and talk about the features and the functions or how you thought about building a particular thing. And again, those things are highly important in this kind of digital transformation era that we're in. But I would say in a market that is incredibly saturated with a lot of players across it, within marketing technology and brands, trying to differentiate who does what and who they should work with, at the end of the day we really do believe that creating and enabling a culture of world-class human beings that live out for succinct values. Those for us are things like communicate better than the rest, being tenacious about our clients and the problems we solve for them, acting like owners and then really being kind of on-mission, if you will, to be Cordial, we think that those things are differentiated and frankly really necessary, especially in today's society and culture that we're in. I'm happy to talk about some of the product side of things there though, too. But I'll pause in there for a second-- >> I love that you've said that about one of the key differentiators is the corporate culture. That's one of the things that a lot of companies, legacy companies struggle with. Especially in dynamic times like this, but I would always thought for all the tech shows I've been to, over the many, many years that the customer experience is dependent and inextricably linked to the employee experience. It sounds like you've kind of built the company with that in mind. >> I think you have to. Again, robots have not taken over the world yet, right? And so, this really is still about people combined with technology and how those two things married together. Not just on our side, in terms of what we're bringing to bear for our clients but the experiences our clients are having too, you know. Our clients are working with their IT department or with their engineers and their marketing teams, and they have to figure out how do you make all those things very harmonious together. I just think that at the end of the day, the experience that your people are bringing, the empathy that you're bringing to people, especially in this environment where we've been virtual and you don't get that face-to-face contact, you don't get to maybe delve deep into understanding people, relationally. I just think it's really important. And we, as a business, again, I have this said to me often, and in turn, I said often too, is you can't name your company Cordial and be a jerk at the end of the day. So, there really is a level of empathy that I think needs to be brought through in everything that we do. We're not just out to be, you know, a world-class technology company for our clients. We know our clients expect that from us but we really want to be great human beings at the end of the day, which I think that's really the kind of the link that creates really great partnerships at the end of the day. >> I completely agree and I think especially now more than ever, that infusion of empathy is so critical for businesses in any industry. I do want to unpack the data architecture. You talked about customers being able to get to unstructured customer business data from wherever it lives in the stack. How do you enable that? >> Yeah, yeah, absolutely. Again, that product side is from a differentiators perspective, it's significant. I would say we purposely built Cordial with a data architecture to accommodate just that, to accommodate any number of channels but also an infinite amount of data sources. And then in turn I alluded to this earlier but the ability to manipulate and restructure or transform that data coming in, or going out of Cordial to maybe other systems within a client's tech stack. This differentiation really is significant compared to the legacy clouds, but it is also significant, I would say relative to other kind of next gen options within the market. Investing in Cordial for a brand is... it's a huge step forward in terms of digital kind of future-proofing themselves and how they're setting themselves up to meet the needs of a really rapid evolving consumer and the experience the consumer expects to have with the brands. So, brands collect daily more and more information about users' behaviors and patterns, and we've frankly just see an incredible opportunity for our clients to learn from their customers and the massive amount of data that that client is kind of showing or exhibiting to them. And then putting that to action, putting that to work in terms of the experience that they're creating for their customer, you know, this kind of ties that word of empathy back to it as well. Even though we're talking about digital communications for a brand, it's still a human interaction, it's still a relationship. And so, if we can help brands really understand their data, again through a data architecture that's really purpose-built to really ingest all of that in and then activate that in terms, of their messaging that they're sending out to folks. That can create a level of empathy, that might sound altruistic, I don't believe it is. I think we as human beings, as a professional, if my job is to communicate my brand or my products to my end customer, I would want to do that with a level of empathy, with a level of sincerity, with a level of understanding and knowledge that tells that end customer I know who you are, I'm paying attention. I'm not being creepy and big brother-ish about it, but I'm paying attention. I want to show that I understand you, no differently, frankly than the relationships that we all have as human beings. I mean, if I walked into a conversation with you, Lisa, and I've known you for two years but I started asking you all the same boilerplate questions of like, hey, can you tell me your name again? And who are you? And where did you come from? And what school did you go to? You would kind of think that's so odd. You don't... I thought you knew me but you're not acting like you know me. I think we're all about creating an opportunity for brands to be able to do that with their customers and do it with a level that the customer goes, you know me, you get me, you understand what my desires, wishes, or patterns are with your business. >> Right? No, I think that's so interesting. And I agree with you. The opportunity is just getting bigger and bigger and bigger and bigger. It's not just more data is born and created, more data sources are born and created. The consumer demand is only increasing. So you mentioned, I want to talk about customer tech. You talked about, you mentioned Eddie Bauer being a customer. Eddie Bauer is a legacy organization which has been around for a long time. But I also know you guys work with, with younger, fresher, maybe more cloud native companies. I wonder, though, how an Eddie Bauer goes about fast implementation, you said 90% faster than legacy data platforms. I wonder how an Eddie Bauer goes through that. 'Cause I imagine they replaced a legacy marketing platform with Cordial? >> They did, they did. They actually replaced a handful of kind of legacy platforms and systems that they had in place. And Eddie Bauer is just like, I would say, many other kind of mainstay brands that you and I grew up with to where if they want to compete, if they want to really be on the cutting edge, they need to innovate quickly. They need to evolve from maybe legacy systems to newer systems. Like you said, maybe what more digital native or digital first brands are starting out with, when they launched their business. Eddie Bauer is a really cool story though. Again, it's kind of an iconic brand at the end of the day but they came to us with a really clear set of challenges. And the first and foremost, again, kind of goes back to the point we were talking about, which was Cordial help us consolidate our data from multiple sources that we have. Online, offline order data, loyalty information that they had, a disparate unique customer IDs that they had across all the different databases they had. They had geolocation data, they had product data, customer behavior data, a lot of data all sitting in different places. So first and foremost, like help us get that organized in one central place, being within Cordial's data platform. And then from there they wanted to use those data sources, right? It's not just about bringing it together. It's about now, what do you do with it? How do you activate that? And in the case with Eddie Bauer, they used Cordial to dynamically render... This is a cool example actually, dynamically render a message to each individual customer containing their rewards balance, the expiration date of that reward, a unique bar code specific to that individual to eliminate fraud there... what was it? Nearest store address that they had as well as a map of the store location. All within the message that they were receiving. And by clicking on that message it immediately activated kind of an API sequence behind the scenes, transparent to the user, but something that Eddie Bauer had never been able to do before. And that API sequence that initiated, generated a personalized pass for that particular customer that loaded directly into their wallet, on their device for them to be able to redeem in store. By doing that, it actually then enabled the ability for, if I'm near an Eddie Bauer store, let's say within a mile of it, Eddie Bauer can immediately push a notification to my phone without even having a branded app on the phone, saying, Hey you have a $20 rewards certificate in your wallet, it expires in seven days. You're a mile away from your closest store. Click here and we'll navigate you to that store. Some really cool use cases that really helped them kind of take some big steps forward in that digital transformation for them as a brand. And I would just say kind of going back to even the AWS piece of this too. All of that might sound easy at the end of the day. It's incredibly difficult to do that across millions of customers in minutes, it's very difficult. And I can genuinely say that our experiences and the work that we've done with AWS cloud services is a huge piece of making all of that a reality. And oddly enough, Eddie Bauer actually is an AWS customer as well. And some of those synergies in terms of how we're able to sync up data via Kinesis Streams and S3 buckets and things like that, and be able to make that data very operable was a huge advantage, I think for us, especially in terms of speed to market and the ability to get these kind of programs up and live for a brand like them. >> So, when you were looking at building Cordial and co-founding it back in 2014. Were you drawn to AWS right away? Because you just had this sense that we have to go this direction to enable this complexity to be achieved at scale? >> I mean, yes. I mean, unequivocally 2014 feels like eons ago. It's not really, I guess at the end of the day, but there was... I mean there was no other even remotely viable competitive option at the time to even consider. There are obviously are plenty of cloud services out there now, but I mean that was probably the shortest negotiation we had as co-founders about what we should do with respect to that. It was immediately, I mean that was part of our thesis, was all of the legacy clouds were in co-lo centers and trying to figure out migration plans to even get some of their infrastructure into the cloud. And we said, let's just start straight in the cloud right from day one, it's a huge competitive advantage. It gives us speed, it gives us scale. It gives us all sorts of things that we can immediately start unlocking value with. And so, yeah, when we started Cordial, AWS was, I mean that was day one. We initiated that and they've been an incredibly strategic partner for us ever since then. >> One of the things that are wrapping up here that I always find interesting when you're looking at new technologies like yours, you're right. 2014 does seem like eons ago, but it really wasn't. But you working with legacy, iconic brands like an Eddie Bauer that was probably at one point all paper-based transactions, having to digitize and digitally transform to meet their customers where they are now that need to marry online and offline behaviors to deliver that hyper-personalized experience. I know you guys also work with companies like Revolve as well. So, this is the technology that any type of business, historic, new, can use and implement, sounds like fairly quickly to make big impacts. And I think nowadays being able to deliver information in real-time that's hyper-personalized, it's going to be a make or break for companies that survive this new era that we're living in. >> Yeah, it, it really is. And again, for us, fundamentally goes back to again, why we set out to build Cordial? My co-founders and I actually had history in building one of the first gen, what I characterize as kind of a legacy platform now in this space. And frankly, after seeing or 15 years of seeing marketers struggle to get those platforms to scale to the level of data and sophistication out there, we knew there was a better way for marketers and technologists to work together. And we intimately then knew the way that this should be architected. So, as you said, in 2014, I mean, we set out to build Cordial to really transform the way marketers and technologists, you know, how they collaborated to fundamentally change the experiences their customers were having with their brands. Again, it was very, I guess, heart-centered on some level as the way that I would put that, this was never monetarily driven for us. It was all around, I think our own personal frustrations of not being able to meet those needs of our customers. And it wasn't a fault of the previous kind of legacy platforms. It was just technology had evolved and frankly consumers and digital devices had evolved enough to where there needed to be somebody and some brand or some companies who said, let's rethink this, let's rebuild this from the ground up. You mentioned Revolve, which Revolve Clothing is just a really cool example. They've been a Cordial client now for four years, they're going on their fifth year with Cordial. And they really are an incredible success story. One of the stories that I just, it's kind of like a crown jewel that we take a lot of pride in. I know our teams do with respect to Revolve is, when they came to us, they had, gosh! Two automations in place that it took them roughly about two years working with the legacy cloud, even to get those in place. And in a matter of their first eight months with Cordial they had nearly 30 new automations live using Cordial. And those 30 automations had generated eight times more revenue than they had previously generated with automations. It was an incremental at the time roughly almost $12 million in net new revenue that was unrealized for the business prior to that. And, you know, that's something we take a lot of pride in. We take a lot of pride in again, the speed of how quickly we can help a brand be able to do this, but it's not just a matter of getting something up and running. It's about the results that we can drive for them. We hold ourselves accountable to that and we expect our clients to hold us accountable to that as well. Next gen technology or new technology or modern technology for the sake of just new is uninteresting, unless it is actually... not just incrementally moving things forward for your business but I would say it needs to be an outsized set of results that you're driving for them to frankly make that even just the mental hurdle to get over that, make that worth it at the end of the day. >> Yeah. I was looking at some of the customer stories on your website and was very impressed seeing those metrics-based business outcomes. 'Cause that's what it's about. It's about that and delivering that at speed and with agility. Jeremy, I wish we had more time 'cause I know we could keep talking, but I really enjoyed understanding more about Cordial and what you guys do. And I look forward to seeing what's to come. >> So good, thanks so much, Lisa. It was wonderful. >> My pleasure, for Jeremy Swift, I'm Lisa Martin, you're watching theCUBE. (soft music ends)

(upbeat music) >> Welcome to today's session of the AWS Startup Showcase, featuring Cordial. I'm your host, Lisa Martin. I've got two guests with me here today. Christy Parrish here, she's the director of client success at Cordial, and Hailey Pettit is here as well. She's the CRM manager at Nurx. Ladies, welcome to today's session. >> Thank you. >> Thank you, happy to be here. >> Excited about this conversation. You're going to be talking about personalizing at scale and we're going to look, learn how Nurx is re-inventing the digital patient experience, such a relevant topic. Let's go ahead and get started So the audience understands about each of your companies. Christy, we'll start with you. Give us an overview of Cordial and how you help customers? >> Absolutely. So Cordial is a cross channel messaging and data platform. So our clients can collect all of their unstructured customer and business data from wherever it lives in their tech stack and really use that data to build audience segments, discover trends and insights, and automate super hyper-personalized customer experiences at enterprise scale. So as someone who essentially grew up in the legacy email space, I actually worked at a legacy ESP for about 13 years. I see Cordial as a radical shift from heavy cumbersome data processes and the need for lengthy delays and heavy lift to send messages. We're activating massive amounts of consumer and business data kind of up to the second, regardless of its underlying structure or format. And we're making that available across any outbound channel to deliver these highly personalized messaging. So I think it's important to also mention that Cordial is more than just a platform. All of that power, all of the AWS powered power is backed by some of the best innovators and support teams in the industry. So I'm especially proud of how it partner with our clients like Nurx to help them build and execute on their business goals. We're enabling some of the best brands out there. You know, we have Eddie Bauer, we have 1-800 Contacts, REVOLVE Clothing. We're really bringing them agility and a solid marriage of art and science. >> Oh, I like that, a marriage of art and science Especially as we become more demanding as consumers. Whether we're consuming something in a retail environment or we're patients, we want the information to be really as you said, hyper personalized. So Hailey, let's talk about Nurx. This is a very interesting brand and I think it's very fitting that we're talking about this during Women's History Month as well. Give us an overview of what you guys do and why you're so radically novel? >> Yeah, so Nurx is a telehealth company and we are really focused on sensitive health needs. We're really a leader in the birth control space right now. So we prescribe and deliver online directly to our patients. So we offer not only birth control, but STI home testing prep, which is HIV preventative medication. We just launched acne treatment, migraine treatment. So really expanding within the healthcare space. I think what really sets Nurx apart is our one-to-one relationship with our providers, with our patients, and really at our core we really believe that healthcare should be accessible and affordable to everyone, no matter what their circumstances. So yeah, it's a very exciting space to be in and definitely being data-driven it really impacts that patient care and helps us really care for our patients in a really innovative, exciting way. >> It's very innovative. Christy let's talk a little bit about some of the other customers. We're going to dig into the Nurx story, but talk to me about some of the other customers that Cordial helps in other industries for example. You mentioned a few, but let's kind of open that up. >> Cordial really is helping a lot customers really in the retail space. So retail is that is a large focus on e-comm for us. What really kind of stands out to me about Cordial with retail and maybe even some of our publishing clients is our ability to sort of take that data agnostic approach. Data can come from anywhere, from anywhere in their tech stack and come into Cordial. And then we're really focused on making it accessible to them and meaningful for their outbound communications. So any channel, anytime kind of if they want to do direct mail or Facebook audiences, we really are able to bring in that data and look at their business goals, look at what they're trying to achieve inside of their vertical and then make that data powerful for them, not only for just talking to their customers and growing things like revenue per email or their lifetime value for their customers but really bringing it into their insights. And one of the things that I think Nurx is doing really well is using that data, using those insights to kind of feed the next evolution of their messaging programs. So that's a lot of what we're doing for our clients, and having some really stellar successes across verticals. >> So the data explosion, we have to address that. It's something that we're also helping to create as consumers, as patients, et cetera. But we also have this demand, like I said earlier. We want information on any channel. It's great if a brand can come to the channel that we want, that's rare to get that. But creating a data-driven customer experience is a really challenging thing to accomplish. Christy, how do you, how does Cordial help your customers in any industry actually do that and in a timely fashion so that the messages are relevant and personalized? >> Yeah, so I think in this case and in many cases, the key to creating that great customer experience is really using that data with empathy, being able to not just go out and check a box, look for the next logical data data point but really grabbing that data, making it into maybe thoughtful cohorts, thoughtful automated customer journeys, and using that not just to blast out marketing messages but to potentially, and like in the case of Nurx, address pain points or gaps in the knowledge on the behalf of the consumer. Or even for retail, faults in the buying cycle, right? So are they going to buy again soon? What is going to happen next? So this will really kind of make or break the customer experience. And in this case with Nurx it's the patient experience with the brand. So we want to be of the moment. We don't want to send out something that's wrong, last week's news or something like that, or push them beyond where they're at in their cycle. So being able to have kind of that empathy with the data and looking at it from a holistic standpoint, I think is kind of the data magic that Cordial is able to bring. >> The empathy point is provocative. How do you look at data with empathy and deliver those customer experiences that relay that, so that that customer actually feels the empathy coming from the vendor? >> Yeah, I love that point as well, especially in the healthcare space it's all about patient care and understanding how each patient is different in their needs. And so utilizing the data, understanding where they are in their journey with healthcare is so important and Cordial really does allow us to do that. And we use that data to craft really empathetic messaging. So we know where they are in the flow. We know what pain points they may have or what questions they may have at that stage. And so addressing those head on is super important and it's like a key strategic goal of decisions that we've made and everything that we do. I also think there's a lot of stigma in the healthcare space and so education is also a very key factor around these service lines. And yeah, it's really exciting to be able to have a voice in this space and really educate our patients and address those needs. >> And meet them where they are. I think, again, as consumers we're more and more demanding. We can get anything anywhere, any time. And we want you to come where we are, rather than us have to go to where you are. And certainly with healthcare that's been a big challenge in the last year or so. But let's talk about some of the, Christy I want to get your perspective on some of the challenges and the roadblocks when businesses are trying to really form synergistic, empathetic customer relationships at scale, what are some the roadblocks that you help customers move out of the way? >> Right, yeah. So every day at Cordial the volume of data increases, right? So data's coming from all places and we're trying to be smart about using it. We're really working on helping marketers figure out ways to apply insights and meaningful communication strategies to get past this concept of data paralysis, right? It's making that data accessible and meaningful and then giving marketers tools to distill that data into more actionable views so that they can take what they have learned from it and then again iterate on it. So building out customer attributes, cohorts, different ways of slicing the data to make sure that it's as meaningful as possible for their program. And then we partner that with offline insights. So best practices, program strategy trends, to push that distilled data even farther on behalf of their marketing programs. >> You mentioned data paralysis, and that's certainly something that no business, especially in the last year as we've seen a demand for real time is no longer a nice to have, it's really table stakes, but that data paralysis can be a big challenge in terms of how to work around it. How do you pull actionable nuggets from the data to make decisions in the fast enough time that are still relevant for your audience? Can you walk us through how you're doing that at Nurx? >> Yeah, at X we definitely stay focused on the patient and when you have that clarity it's easier to navigate through the data and not getting caught up in that paralysis. I mean, I'm not saying we're perfect, because I've definitely experienced that where there's just so much information that you have. And if you were to touch on each point, a lot of your automations would get really thin. So using the data smart and with, but also you're creative is really important. Another roadblock that we've had is, when you have increasing demand, when you're at scale, really automating some of the one-to-one interactions that you have is so important. And digging down into what data is important to automate those interactions. And I think a great example for us is we launched a post prescription flow. So our patients are notified when their prescription is on their way. And our providers told us, "Like clockwork we get these questions once patients are notified. And so we validated that in the data, we put that data within Cordial and we were able to build out a really successful automation that proactively address those questions. And we saw a direct decrease in those types of tickets to our providers asking those questions." So, yeah, that was really great to see too. >> So taking a look at the data and seeing the most common questions for certain types of prescriptions that providers are getting, which I imagine takes time from the provider being able to treat somebody else, condensing those down, automating those and then you're freeing up the provider as well because you know the common questions they could ask. So in terms of the patient then they sort of proactively got messages about questions that they might have. >> Yes, so more specifically how to start their medication. And then also some of the side effects that may be involved with that medication and what would be normal versus abnormal and what you should pay attention to. So just putting that in a very user-friendly format within an email worked really well. And addressing that question that our providers were taking a lot of time to answer. >> So, Hailey, so a prospective patient would go online, order what they want prescription wise, gets to a provider. They write the prescription and then is that sent to the patient's home? So there's no like physical interaction, it's all digital? >> Correct, yeah. It's all digital. We have our own pharmacy that fills the prescriptions and sends it right to your door. >> Yeah, excellent, on demand. So if we look at the last year there's been so many challenges, too many to count. But I'm wondering how, as the channels expand, we're all dependent on text and email and mobile, as the channels expand, Christy, how does the Cordial data architecture allow customers like Nurx to be able to flex as data sources expand, as data volumes grow, as channels expand, how do you allow them to have an architecture that will allow them to grow and continue to scale? >> Yeah, it's really important to ask that we be able to bring in all of this data and then like you said, a really critical point to Nurx and to a lot of our customers and our clients is, "Hey, we want to send it out across any channel." So Nurx, Hailey didn't mention that they're sending not only prescription information and follow up out by SMS or MMS marketing. They're also sending marketing messages too. So they're able to really leverage what we've built in terms of making that data accessible through all of these different channels, this channel agnostic at this point. So leveraging all of the bells and whistles of the platform, and also then using their data smartly, that's really where the clients are seeing a huge lift with the Cordial platform. They're able to visualize their data, see it, access it, even manipulate it, where in a legacy ESP, it's very limited in terms of manipulating data, aggregating it, looking at it from different angles and then being able to actually make it useful inside the platform for them. >> And Hailey, question for you. We talked about that automated prescription workflow a second ago. You also talked about this, each patient patient's journey being unique, wanting to deliver personalized, hyper-personalized actually is the word, Christy that you use. How does Cordial's platform allow you to respect the individual patient journey, customize it, and also do automation at scale? >> Yeah, I think with Cordial it's an incredible platform. We're able to pull in data from multiple sources and then it's very user-friendly in the way that you can interact with that data and manipulate it and really get at the cohorts that you were trying to reach. I think it's really a special platform. Honestly I think I haven't seen a lot of other platforms like this where it does make it really visually accessible to a brand or a company. >> Something, Christy that I wanted to ask you. I saw in the marketing messaging that what you're aiming to do is making marketing not personalized. And I thought, "Ooh, that's an interesting statement." What's the difference between personal and personalized from Cordial's point of view? >> It really goes back to that whole checking a box, right? So the traditional way of doing outbound communications marketing, even going back to the days of direct mail is to sort of wedge our customers into little boxes or even big boxes, and then send out messages that we think will resonate with them. Now we're really looking at it in real time as the messages are being generated and sent out of a platform where at the moment of send we're reading some signals that the customer is giving us, like what did they do on a website? Or did they respond to an SMS message or a text message? And at the moment of said we're actually sending content that is relevant at that time. It's vastly different from the way that we've traditionally marketed in outbound communications across all channels. So looking at real time, Hailey mentioned that she can visualize, we have a feature called orchestration builder that allows Hailey to come in and say, "Okay, based on these signals or triggers, I want to send this message to these users or these patients, but they need to be in that moment ready for that message. Or she could say, "If they're not ready for that message, let's skip them and come back to them later." And be able to really kind of narrow in and get super personal with those messages. Nurx is incredible, the way that they've used the platform and the way that she's built out these orchestrations, all credit to Haley on this. The way that she's smartly used her tools, it's not only effective, but it's sort of revolutionary, just in the way that she's able to find the right message at the right time. And in email we've said that for years. Right message at the right time. But really we haven't said, "Let's make it personal. Let's use the data that we just got 10 seconds ago and send the message now." So it's been great. >> Yeah, that's a game changer. Using the data that we just got about this person. Speaking of that, on-demand culture, that's a game changer for retail, for healthcare, to be able to tune that in an automated way. I imagine that the campaign ROI numbers, Christy are probably pretty much off the wall for your customers? >> In a lot of cases, they are. Yeah, they're doing really well. They're leveraging data in ways that I've never seen before. We've got some clients who are looking across periods of time, especially in retail, looking across periods of time at their customer's behavior. And then looking for ways to communicate them when maybe there wouldn't be a way to communicate with them that day. So it's the day that they send out a sale but they're are a person who doesn't like sales or doesn't respond to sales. So they may send them a different piece of content something lifestyle, or, you know, curating content, that kind of thing. So it's really been it has been a bit revolutionary in the way that the clients have leveraged the ability to let you know to use their data in new and kind of special ways. >> I can only imagine the last year has affected this in a good way, because we've become even more demanding as a society. Everybody everywhere struggling to get certain supplies for example, but Christy, how has the last year affected Cordial's growth and that of your customers? >> Yeah, so I say this frequently, we have sort of trained a new generation of e-com buyers in the last year. We've taught people how to buy online and that has affected a lot of our brick and mortar clients who also have e-comm business. You know, so we have a large group of furniture clients. And so they've really seen some incredible success, retraining their their customers to buy large items online. It's not an easy thing, but they've really become sort of renegade in the way that they're pushing out messaging and finding the right people to send those to these new econ buyers. So it's been really interesting and they've come back and invested in technology that has enabled them to build trust and build out these individualized brand experiences so that they can actually scale those programs. Now this year, as we're reopening, the strategy is shifting, right? We're looking at, "Okay, we had an incredible year in some cases last year with e-com. Now we're going to have a store that's opened." How do we make that experience special? How do we continue the dialogue with these customers? >> Such an interesting thing that sounds like it's Cordial's been a facilitator of the many pivots that so many businesses have needed to go through. And to your point, sort of re-pivoting back towards some mixture of online e-com and in physical retail or store rather experience, it'll be interesting to see how that happens. And then, Hailey, some pretty big statistics you have to share in terms of some of the things that Nurx saw in the last 12 months with respect to use of your platform and personalization. Talk to us about that? >> Yeah, it's been a very interesting year for Nurx for sure. We've seen a 50% increase in our demand for birth control, with medical providers, brick and mortar medical providers, having limited capacity. We've been able to really step up and serve these patients and make sure they have their healthcare needs met during this really difficult time. We've also seen about a three X increase in our demand for emergency contraception, 130% in STI home test kits. Yeah, it's just across the board it's been really incredible to be able to really fill this need in such a difficult time. So it's been exciting. I love being able to help serve these patients during this time, yeah. >> Yeah, and that need to do something so personalized during such an incredibly difficult time. That's a really interesting mix there. And congratulations on the success that you guys have had. I want to wrap things up, Christy with you. Let's just talk a little bit about the Cordial AWS relationship. You guys started on day one back in 2014, or you built on AWS, tell me about that? >> Yep, so definitely built on AWS. We leveraged the AWS system extensively and yeah, we started in 2014. I think the founders were looking for, where do we go for stability? Where do we go for efficiency and reliability? And so came over to AWS and since then we've become an advanced tier independent software vendor. And then I think more recently in the last couple of years, we've kind of gained a couple of competencies, retail and digital customer experience. So super embedded there. And really, I think AWS not only contributed to the foundation of the platform, it allows us to store and manage that massive volume of customer and business data for our clients and be able to actually house it in the cloud. Really it kind of empowers us to do that, to deliver that messaging at scale that we've been talking about. >> So AWS is an enabler of the way that you help your customers create this personalized experience at scale? >> Yeah, absolutely. And it really it helps us solve these challenging problems that we have where we're working with a client like Nurx and we have a few others where we have to be HIPAA compliant. So we rely on the AWS architecture to not only enable our scalability and reliability, but also with those high security and compliance standards. This is incredibly important to us in servicing our clients. >> Well, ladies, thank you so much for joining me today on the Showcase and sharing what your companies are each doing and what they're doing together. Big changes, big opportunities, and that personalized experience that I think we all crave. Thank you so much for joining me today. >> Thanks Lisa. >> Thank you. For my guests, Christy Parrish and Hailey Pettit. I'm Lisa Martin. Thanks for watching. (gentle music)