Customer Experience Analytics: Fast, Intelligent and Action-Packed
by Arvind Sathi
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- Electronic Version (6.98 MB)
Today’s customers have the ability to use a variety of media (including Facebook or Yelp) to broadcast their good and bad experience in real time. You must match their velocity! This book will help your organization create the capabilities to sense, isolate and alter the customer experience to your competitive advantage – creating a real time, adaptive relationship with your customers.
Analytics is one of the hottest IT topics of interest among organizations world wide. It has attracted not only the interest of IT organizations, but also has grown considerably in the minds of sales and marketing professionals. Applying analytics to customer experience provides the highest business value and is often the most sought after application area for Analytics. IBM has declared Analytics to be one of the four most important areas of growth towards our 2015 plan.
The role and business capabilities offered through analytics are rapidly changing. Customers are increasingly connected with their suppliers using a variety of electronic touch points – Web browsers, Interactive Voice Response, wireless devices, kiosks, etc. Customer experience can be altered through these electronic touch points in real-time. Also, Customers can use a variety of ways to express their satisfaction or lack thereof, publicly, in real time world wide. The associated data is accumulated by the supplier organizations in peta bytes. This data must be sorted, correlated and analyzed rapidly and intelligently to make a positive long lasting impact on the customer. Last but not the least; it is no longer sufficient to report customer problems to an analyst who routes to business owners on a monthly basis. The actions must be inserted in appropriate customer facing customer service, sales, billing or operational functions to alter the customer experience – often in near real time. While the internet has provided enormous power to the consumers, the business markets have also gained an enormous amount of sophistication in multi-supplier management, electronic gateways and use of customer and product data across the supply food-chain.
The book includes four major segments. First segment introduces the concept of Customer Experience Analytics using a series of customer experience scenarios. It also establishes the scope and focus for the book in types of customer experiences covered linking it to the Customer Life Cycle and a variety of communication touch points. The second segment introduces business value for Customer Experience Analytics. It frames the measurement dimensions, sensitivity across geographies, organizational life cycle and industries, and ways to quantify the business value. Customer Experience Analytics is a journey across maturity levels. We establish here the levels of maturity and what an organization can expect at each level of maturity. The third section covers the solution architecture for CEA solution with components offering real-time processing, intelligence and autonomics. It includes components for data collection, storage, modeling, reporting, and integration with action. This section includes choices that must be made to keep the solution simple and easy to implement. The fourth section concludes our findings and discusses some of the changes we see in the architecture as new disruptive technologies evolve.
This book is intended for semi-technical audience. It uses a series of scenarios (real as well as imaginary), case studies and allegories to illustrate the CEA business opportunity, solution and program to senior and mid level business and IT management. The technical terms are defined and indexed for easy reference. Hopefully, sales executives will also use this book to make their audience aware of the opportunities, and get their interest in exploring a solution for CEA.<
About the Author:
Dr. Arvind Sathi is the Global Communication Sector Lead Architect for Information Agenda team. He is a seasoned professional with twenty-plus years of leadership in Information Management architecture and delivery. His primary focus has been in the delivery and architecture oversight of IT projects to Communications organizations. He has extensive experience with many domestic as well as international Communications service providers as well as with other Services Industries. At Carnegie Group, he was the pioneer in developing knowledge-based solutions for CRM. At BearingPoint, he led the development of Enterprise Integration, Master Data Management and OSS/BSS (Operations Support Systems / Business Support Systems) solutions for the Communications market and also developed horizontal solutions for Communications, Financial Services and Public Services. At IBM, Dr. Sathi has led several Information Management programs in MDM, Data Security, Business Intelligence and related areas and has provided strategic Architecture oversight to IBM’s strategic accounts. Dr. Sathi has also delivered a number of workshops and presentations at industry conferences on technical subjects including Master Data Management and Data Architecture and holds patents in data masking. Dr. Sathi received his Ph.D. in Business Administration from Carnegie Mellon University and worked under Nobel Prize winner Herbert Simon.