Big Data Customer Experience Analytics -- The Next Big Opportunity for You

Location : Hyderabad
Date : 17th Jan 2015
Name of the Speaker : Dinesh Chandrasekar, Director Consulting Services
Innovation & CX Practice Leader
Company Name : Hitachi Consulting GDC
www.unicomlearning.com
www.bigdatainnovation.org
CX Big Data Analytics - The Next Big Opportunity for you.

Hitachi Consulting
Hitachi’s Global Management Consulting & IT Services Organization.
6,500 + experienced &
dedicated professionals
We speak 25 languages.
We work in over 50 countries
• Our CX Practice focused on
CX/CRM Consulting over a
decade .
• 100 + Oracle CX/CRM
Practitioners Worldwide
- Global assignments ,
Collaboration with Global Teams
and Customers across the Globe.
- Analyst Accolades : CRM
Magazine, Gartner & Oracle
Diamond Partner certifications
- 100% Certified CX Consultants

CRM & Customer Experience (CX)
CRM
CRM = ‘customer relationship management’
is the strategy of using
customer data and insights to
drive sales, marketing,
customer service and
communication tactics
CX
CX = ‘customer experience’
focuses on understanding
what it is like to be a customer of
your organization - from the
customer's perspective
Organizations that marry the two are able to accelerate acquisition of new customers,
maximize customer retention, and improve operational efficiency
Execution from company
viewpoint, focus on
business needs
Execution from customer
perspective, focus on
customer needs

Customer Expectations
Customers Expect to Interact With Us In Multiple Ways
Campaigns Direct Sales Customer Service Field Service
Online Mobile Portal | SocialPartner AppsInfluencers

Siloed Channels
Today’s Siloed Channels tries to offer all Services But……….

Disconnected Customer Experience
The Result… An Inconsistent, Disconnected, Impersonal, Inefficient and
Transactional Customer Experience

Cross-Channel Customer
Experience
The Customer Journey has
Become More Complex

What Defines a Great Customer Experience?
• Consistent Voice
• Connected Interactions
• Personalized Journey
• Efficient Service
• Rewarding Relationship
Reason to remain loyal to a brand:
CX & Quality of service1#1
69% of B2B executives who view customer experience
as competitive advantage2
Customers who will pay MORE for a
better customer experience3
Customers post a negative comment on a social
networking site after a poor customer experience5
Total complaints on social channels are ignored4
86%
1 in 4
79%
1 Source: Forrester Research, Inc. Visible Value Differentiates
Brands And Drives Loyalty – November 2011
2 Source: 2001 B2B Customer Experience Management
Benchmark Study, Clear Action
3,4,5 ,Source: Harris Interactive: Customer Experience Impact
Report 2011

Loyalty
Management
Marketing
Measurement
Lead
Management
Contact
Management
Campaign
Management
Social Marketing
Web Experience
Management
Search, Navigation
and Content
Delivery
Visitor Targeting
and Engagement
Commerce Platform Personalization
and Recs
Territory
Management
Account Planning
& Sales Prediction
Partner
Relationship Mgmt.
Leads,
Opportunities,
Forecasting
Quota &
Compensation
Management
Customer Master
(Installed Base)
Cross-Channel
Contact Center
Knowledge
Management
Policy
Management
Industry-Specific
Solutions
Web Customer
Service
Social Network
Social Data
Management
Social
Engagement &
Monitoring
World
Opinion
CRM & CX Application Ecosystem Today
Marketing
Commerce
Service
Sales

Activity Data: Simple activities like listening to
music or reading a book are now generating
data. Digital music players and eBooks collect
data on our activities. Your smart phone collects
data on how you use it and your web browser
collects information on what you are searching
for. Your credit card company collects data on
where you shop and your shop collects data on
what you buy. It is hard to imagine any activity
that does not generate data.
Conversation Data: Our conversations are
now digitally recorded. It all started with emails
but nowadays most of our conversations leave
a digital trail. Just think of all the conversations
we have on social media sites like Facebook or
Twitter. Even many of our phone conversations
are now digitally recorded.
Big Data is fuelled by 2 things:
1. The increasing
‘datafication’ of the world,
which means we generate
new data at frightening
rates.
2. Our increasing ability to
harness and analyse large
and complex sets of data
Big Datafication

With the datafication comes big data, which is often described using the four Vs: Volume, Velocity, Variety and Veracity
Volume refers to the vast
amounts of data generated
every second. We are not
talking Terabytes but
Zettabytes or Brontobytes. If
we take all the data generated
in the world between the
beginning of time and 2008,
the same amount of data will
soon be generated every
minute. New big data tools use
distributed systems so that we
can store and analyse data
across databases that are
dotted around anywhere in the
world.
Velocity refers to the speed
at which new data is
generated and the speed at
which data moves around.
Just think of social media
messages going viral in
seconds.
Technology allows us now to
analyse the data while it is
being generated (sometimes
referred to as in-memory
analytics), without ever
putting it into databases.
Variety refers to the different
types of data we can now use.
In the past we only focused on
structured data that neatly
fitted into tables or relational
databases, such as financial
data. In fact, 80% of the world’s
data is unstructured (text,
images, video, voice, etc.) With
big data technology we can
now analyse and bring together
data of different types such as
messages, social media
conversations, photos, sensor
data, video or voice recordings.
Veracity refers to the
messiness or
trustworthiness of the
data. With many forms of
big data quality and
accuracy are less
controllable (just think of
Twitter posts with hash
tags, abbreviations, typos
and colloquial speech as
well as the reliability and
accuracy of content) but
technology now allows us
to work with this type of
data.

Turning Big Data into Value: The datafication of our world gives us unprecedented amounts of data in
terms of Volume, Velocity, Variety and Veracity. The latest technology such as cloud computing and
distributed systems together with the latest software and analysis approaches allow us to leverage all types
of data to add value.
The ‘Datafication’
of our World
• Activities
• Conversations
• Words
• Voice
• Social Media
• Browser logs
• Photos
• Videos
• Sensors
• Etc.
Volume
Veracity
Variety
Velocity
Analysis Analysing
Big Data:
• Text
analytics
• Sentiment
analysis
• Face
recognition
• Voice
analytics
• Movement
analytics
• Etc.
Value
1. Data Source
Layer
3. Data
Processing /
Analysis Layer
2. Data
Storage Layer
4. Data Output
Layer

Practical Examples of how big data is used today to deliver real value
Better understand and target
customers: To better understand
and target customers, companies
expand their traditional data sets
with social media data, browser,
text analytics or sensor data to get
a more complete picture of their
customers. The big objective, in
many cases, is to create predictive
models. Using big data, Telecom
companies can now better predict
customer churn; retailers can
predict what products will sell, and
car insurance companies
understand how well their
customers actually drive.
Improving Sports Performance:
Most elite sports have now
embraced big data analytics. Many
use video analytics to track the
performance of every player in a
football or baseball game, sensor
technology is built into sports
equipment such as basket balls or
golf clubs, and many elite sports
teams track athletes outside of the
sporting environment – using smart
technology to track nutrition and
sleep, as well as social media
conversations to monitor emotional
wellbeing.
Improving and Optimizing
Cities and Countries
Big data is used to improve
many aspects of our cities and
countries. For example, it allows
cities to optimize traffic flows
based on real time traffic
information as well as social
media and weather data. A
number of cities are currently
using big data analytics with the
aim of turning themselves into
Smart Cities, where
the transport
infrastructure and
utility processes are all
joined up. Where a
bus would wait for a
delayed train and
where traffic signals
predict traffic volumes
and operate to
minimize jams.
Smart CX Sports Smart City

Customer Spamming is doing more damage than good

Big Data CX Analytics – Getting your “CUSTOMER DNA” Right

Oxford Economics Survey on CX Data Analytics

S.no Top 10 - Customer Big Data Analytics Benefits
1 52 % Improvement in the process of effective marketing,
Sales & Services of existing product and services
2 47% Improvement in the Delivery of product & services
3 46% Improvement in the retirement of existing product &
services
4 36% improvement in the identification of new markets
5 33% improvement in the competitive pricing
6 32% improvement in the creation of new product and
services
7 28% improvement in working with partners to build value
from Customer Data
8 22% improvement in the Go To Market Strategy
9 12% improvement in working with customers to build value
from Customer Data
10 10% overall improvement in the Customer Experience
Source : Oxford Economics – Survey of 300 Global Executives on Data Analytics Benefits

Hitachi’s Global Big Data Transformation Programs 2014

CX is not Hunting CX is Networking
“If you win the hearts of the customers, you will easily reach their heads!”
CX is

www.unicomlearning.com
Speaker Name: Dinesh Chandrasekar
Email ID: dinwin@hotmail.com
India Analytics and Big Data Summit 2015
Organized by
UNICOM Trainings & Seminars Pvt. Ltd.
contact@unicomlearning.com
CX Big Data Analytics - The Next Big Opportunity for you.

Big Data Customer Experience Analytics -- The Next Big Opportunity for You

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