Moving From Business Intelligence to an Intelligent Business

Transcription

1 Moving From Business Intelligence to an Intelligent Business

2 Opening Thoughts It is not the strongest of the species that survive, nor the most intelligent, but the ones most responsive to change. Charles Darwin Control over change would seem to consist in moving not with it but ahead of it Marshall McLuhan Understanding Media: The extensions of Man, 20, Teradata Confidential

3 The Nexus for this topic Using BI Reporting on maintenance May track calls regarding event (but I doubt it) Understand my status but probably too late Send letter after the fact Using IB All staff aware of issue Any calls start with this event Capture call details and notify when resolved Compute compensation based on priority status and communicate BEFORE I get there By the way 5 people in line behind me also started asking for the same discounts! 3 Teradata Confidential

4 What is business intelligence? Traditionally > Business after the fact > report and regret Current State > More timely and drill down > Dashboards Trend > right time > Depth and width > Big Data 4 Teradata Confidential

5 Examples of BI done right Marketing > Bundling and promotions > Service level commitments Logistics > Tracking and impact > Baggage Service Customer Support > Integration of services and offers > Call center integration 5 Teradata Confidential

6 Marketing BI done right Drill down: What is the revenue and acceptance rate of my offer by Day, Geography and Customer Value? 6 Teradata Confidential

7 Logistics BI done right Plane is re-routed Operational and/or Transactional Systems Updated status Continuous Batch Active Data Warehouse ENS Notify Call Center CRM Record of actions for audit 7 Teradata Confidential

8 Customer Care BI done right 1. Customer calls customer service Strategic Intelligence 5. Customer support issue can be resolved based on complete information. 6. Customer can be sold additional services. 2. What products and bundles has customer purchased? 3. How profitable is this customer? 4. What were the nature of all customer touches within the last 3 months? Active Enterprise Data Warehouse 8 Teradata Confidential

9 So, What is an Intelligent Business? Relevant to the moment Understanding of the outcome Responsive to the customer Predictive of near term situations Bottom line An Intelligent Business drives action into the moment from the customers point of view! 9 Teradata Confidential

10 Airline Example Getting better on understanding disruption and resolution Understand before the act (i.e. offering before the airport and biddable offers) Full understanding of the customer (business travel, vacation, with family?) Integration of the whole travel process 10 Teradata Confidential

11 Telecommunications Example Geospatial understanding of usage Integrated with Usage and customer value Alert before problem arise (i.e tower malfunction in area you are commonly passing) Identify problems (i.e. low to no signal at common points) 11 Teradata Confidential

12 Customer Care Understanding full corporate experience (web, store, call center) Understand of past behavior (already returned the suggested items) Why are you calling, who should I route this to first Customize phone tree options to show understanding 12 Teradata Confidential

13 Manufacturing Testing and diagnostics integrated with customer systems Warranty and repair work (i.e. going for the washer, fix the dryer as well) Big data integration 13 Teradata Confidential

14 Health Care Example Preventative care (record of testing and usage of medicine, replacement of supplies Wearable sensors Integration with total family records Predicative analysis (ambulance drives up as you are falling down) 14 Teradata Confidential

15 Entertainment ABO upsell (buying tickets online, why not the whole movie experience with snacks and seats?) Variable pricing based on seats, movie or frequency Offer best customers pre-sales opportunity or special screenings 15 Teradata Confidential

16 Things to Think about. The light bulb was not created through the continuous improvement of the candle. How to make Friday Better? > Predict the problems before they happen > What Metrics are you really trying to change Business as Unusual: > True indication of an intelligent business > Rules need to be flexible for the unexpected (which are or should be expected) Fail Fast, Learn Faster > Encourage analytics over reporting 16 Teradata Confidential

17 New Technology drives new opportunity Mobile activityengaging with brands via mobile is now a norm Impressions from multiple digital activities for trending, profiling and store & service requirements Sensors everywhere! 17 Traditional data sources for enterprise view Sales Inventory Purchase history Promotional history Customer Insight Trends Scoring 17 Teradata Confidential Customer qualitative feedback enriches product trends, service requirements & consumer profiles

18 Mining the Gold Dust RFID Readers > Retail inventory tracking and control > Medical test sample tracking > Fraud prevention GPS Location Tracking Devices > Fleet Management > Transportation and shipping Data gathering sensors > Manufacturing > Environmental > Transportation systems Intelligent Devices > Vending machines > Appliances 18 Teradata Confidential

19 Things that can help BYOD > Think apps for your office > Gets data into hands of actual users > Already have delivery device Leverage Technology > Big data > Smart wallets > Ultimate Self service Customer interviews > Those who recently left > Those that recently changed segments > Customize offerings 19 Teradata Confidential

20 Bring your own device Everyone has (at least) one > Need to become platform agnostic > But need to understand differences! Customize how and what is seen > Different people work differently > Need core metrics but many set their own boundaries > Create an App Store in your IT group Must have consistent data! 20 Teradata Confidential

21 Leverage technology Big Data > Lots of interaction going on all the time > Capture, parse, and share > More frequent understanding of your customers Smart Wallets > Streamline operations > Integrate into new process (but. Ultimate self service > Can I do business with you without you? 21 Teradata Confidential

22 Customer Interviews Who recently changed segments? > What has changed in your life > What has changed in our business Who recently left? > What was their value? > How has it changed recently? > What were last 5 interactions (NOT TRANSACTIONS)? If you could design you ideal supplier 22 Teradata Confidential

23 Closing Thought Imagination is more important than knowledge. For knowledge is limited to all we now know and understand, while imagination embraces the entire world, and all there ever will be to know and understand. -- Albert Einstein 23 Teradata Confidential