Achieving Customer Intelligence with Splunk Enterprise

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1 Copyright 2013 Splunk Inc. #splunkconf Achieving Customer Intelligence with Splunk Enterprise Leon Li IT Director, Far EasTone Telco Taiwan

2 About Far EasTone! Among leading Taiwan telecom operators! Founded in 1997! IPO in 2005! Vision: Anywhere, anypme, communicapons to enrich the lives of people! Annual Revenue: US$ 3 Billion (Y2012) 2

3 About Me! Leon Li ( 李 彥 杰 )! InformaPon Technology Division, Far EasTone TelecommunicaPons Co., Ltd.! Data Center Engineering and OperaPons Department Director! Core FuncPon IT Infrastructure ConstrucPon and AdministraPon Database and Middleware AdministraPon Data Center OperaPon 3

4 Agenda! Why Splunk Enterprise?! Use Cases iphone- 5 Pre- order Event Call Center Service Analyzer Store Service Analyzer! Benefits Summary 4

5 Why Splunk Enterprise?

6 Infrastructure Why Splunk? Opera;ons Challenge Customer Service Billing Order Management Store Selling! MulPple systems and siloed data sca`ered! Difficulty processing huge data sets! Unable to provide deeper customer insight and operapons detail in real- Pme! Rely on vendors with expensive solupons Finance Security Goal: Be Smart in IT and Business Opera;ons 6

7 Splunk ApplicaPons in FET OperaPons Mobile and Value- add Services Mobile Network Management Mobile Network Opera;ons Call, SMS Mobile Cell Sites Mobile Network Management WAP Network App Store, S- market Network QoS Tracking Server Farm Video, Music Internet FETNET Drop Call Tracking Network Hardware Monitoring NOC Gaming, e- book CSP, Middleware Mobile Security Management Telecom Opera;ons Support Systems (OSS) 7

8 Splunk ApplicaPons in FET OperaPons Security and IT Governance Customer Service and Opera;ons Customer Data Protec;on Billing System Informa;on Security Order Mgmt System IT Governance CRM System IT and Business Opera;ons Management Business Intelligence System Monitoring IT Services Management Data Warehouse BI and Big Data Compliance and Audi;ng Middleware Applica;on QoS Tracking IT Infrastructure Corporate Security Management Financial Management Telecom Business Support Systems (BSS) 8

9 Splunk Use Cases

10 Service InnovaPon for iphone 5 Sales Event! Business needs for iphone 5 pre- ordering and selling! Ensure easy order placing! Precise capacity planning! High availability and scalability architecture! Real- Pme monitoring and reporpng for business and fast operapon discovery iphone 5 Pre- order and Selling Process Submit registra;on form via Internet, store or call- center Check customer eligibility and qualifica;on Send pre- order number to customer via SMS Customer in- store iphone purchase 10

11 Big Data for Easy iphone Ordering and Selling Internet Selling & Service System Web Server ApplicaPon Server Web Server Pre- order Event Store System ApplicaPon Server Pre- order Event Middleware Enterprise Service Bus Service OrchestraPon MediaPon Payment Selling Event Billing System Order Management Pre- Order Selling Event Charging & Billing Order Entry Order OrchestraPon Fulfillment Web Server Call Center System ApplicaPon Server Enterprise Message Service Surrounding System Short Message System CMDB Credit Card Payment 11

12 Real- Pme Monitoring and ReporPng for iphone 5 Pre- order Event VIP Customer Count Non- VIP Customer Count RegistraPon count from internet RegistraPon count from store & call- center Total registrapon count Qualified subscriber count from internet RegistraPon Count Total qualified subscriber count 12 Disqualified subscriber count Qualified/Disqualified Subscriber Count

13 iphone 5 Pre- order TransacPon Analysis Pre- Order Portal Visitor Count Internet RegistraPon Count Store & Call- Center RegistraPon Count Channel transacpon volumes analysis Pre- Order Type Analysis for Registered Customer Renew Contract Subscriber Number Port- in Subscriber New Subscriber Pre- Order Type Analysis for Qualified Customer Renew Contract Subscriber Number Port- in Subscriber New Subscriber Pre- order customer type analysis (New, Renew & Mobile Number Port- in) Pre- order count in each Pme frame 13

14 Real- Pme iphone 5 Selling Report Store Selling Count New Enterprise Customer Enterprise Customer Renew New Consumer Customer Consumer Customer Renew Handset Alone Geography View 14

15 Real- Pme ApplicaPon Sanity Report Service Usage Trend Service Usage ProporPon API Usage Trend API Usage ProporPon API Response Time of Each Channel Systems API Used by Channel Systems 15

16 Real- Pme ApplicaPon Tracking and KPI Report KPI Fulfillment Rate KPI Failure Report of API Response Time KPI Failure Report of API ExecuPon Frequency Successful/Failure trend of applicapon execupon API failure message 16

17 Past vs. Present Past Present Benefit Two Months Two Weeks Development Time Daily Report Real- Pme Report Report GeneraPon Text Report Visualized Dashboard Visibility & Readability Silo InformaPon Integrated & Deeper Insight InformaPon Discovery 17

18 Call Center Service Analysis Customers Interac;ve Voice Response (IVR) service analysis:! IVR service volume & proporpon! Inbound call customer type PBX IVR Billing CRM Call Center Agents CRM Service Analyzer Call center inbound call analysis:! Call volume distribupon by calling area! Call center service volume and proporpon! Inbound call customer type! Calling reason and detail informapon 18

19 IVR Service Analysis IVR Inbound Call Customer Type IVR Service TransacPon and Voice Menu Click Stream IVR Channel TransacPon Volume IVR Service UPlizaPon and ProporPon 19

20 IVR Service Analysis Billing PBX IVR CRM/CTI High percentage of IVR calls were directly forwarded to call center agent How to increase IVR service rate? Lookup the same MSISDN records that appeared in both IVR&CRM in 5 min Analyze what CTI services were taken for these IVR forwarding calls 20

21 Call Center Service Analysis Call Volume DistribuPon by Calling Area Calling Reason & Detail InformaPon Customer Type Analysis Product Type Analysis Top 20 Service Type Analysis 21

22 DVR Shopper Tracker (People Counter) Store Service Analysis Ticket Sta;on (Queuing Machine) Crowd Mgmt (Service Category/ VIP/Non- VIP) Counter Service (Store Counter) Store Service Analysis Store Traffic Mgmt System CRM System 22 Store Mgmt

23 Store OperaPons and Service Analysis 23

24 Store Business TransacPons Analysis 24

25 Virtual Store UPlizaPon Tracking (Self- care App) App Click Count Summary 25

26 Benefit Summary Real- ;me Discovery Customer- centric Business Insights Selling Strategy Agility Time to Market Opera;on Intelligence Opera;onal Efficiency Proac;ve Monitoring Quality Assurance 26

27 Make the Impossible Possible 27

28 THANK YOU

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