131114_Seminar on Cloud Computing_Peer into the thougths of your customers


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  • Consulting company + researchIn the region and we know the place well, telco expert, telco researchA deep understanding of the situation – hypothesis chapterSlide 9 – what we can do togetherInnovate, flexible, to meet clients need – understand
  • Ask 10 people what is the definition of cloud computing. You will get 10 different answer.Example, having an external party run your computers and software, while you use what they deliver and focus on delivering valueget a application without having installed software in my deviceAccessing an ever-ready application anytime anywhere3. Understand today’s cloud trends in understand customer usage with customer research and analytics
  • Without going through details we are adopting cloud service naturallyNatural process to use, to manage and to decide use-of-information
  • I message skype, I watch youtube, I performed payment with online bankingWe bring our contact from linkedin, our bring our document from gmail and we share in our company outlook/365We decide what documents to be shared in personal cloud or company cloud
  • This refers to the ability to:Access What are the available cloud applications, accessibility and etc.?Analyze What is the use of it? Is cloud access secured and safe?Apply/Act How to put cloud into good use? How can we make money etc.?
  • Workforce typically will have different ICT literacy and information literacy level.Different ICT literacy will lead to different access, analysis and applicationIt gives you a self-check how we use ICT which is predominantly cloud services.
  • 3 successful interworking combination of software, hardware and communication technologies act as a catalyst opening up a multitude of possibilities in servicesCite example watching a youtube HD 1080. The file storage in google hardware servers, softwares provide a good compression of video and communication service provider give a high 5 mega bandwidth
  • http://en.wikipedia.org/wiki/Internet_access#Digital_subscriber_line_.28DSL.2C_ADSL.2C_SDSL.2C_and_VDSL.29Today 2013, we are users of personal and enterprise cloudCloud service provider public, private and hybrid cloud to usersServices are IaaS/PaaS/SaaS offeredTechnology providers are virtualisation, storage, database, serversCommunication service providers on high speed broadband
  • 1. 2 target segments of users can are smart to “Pick and choose” their desired service2. 3 implementation strategy 3. The cloud are pretty uniformly layered.
  • If I can timed how much time I spend on the cloud, it will be 4 hours a day.That means, I am generating, transacting and keeping enormous amount of dataBy the way, SMoC is the perfect recipe that lead to Big Data – Research and Analytics
  • Companies has been continuously building brand and growthCompanies recognized CEM importanceThat is why it’s 3 billion dollar market globally
  • Opinion LabAviationRetail ChainsManufacturerBanks
  • Opinion LabAviationRetail ChainsManufacturerBanks
  • Source:http://www.prweb.com/releases/customer-experience/management-cem-market/prweb11098147.htm
  • Consumers continue to be empowered to adapt cloud naturally with the BYOD phenomenon; leading to trends where employees bring their own device/use their preferred cloud service (i.e. Google docs) at work; yet, posing a possible risk by leaking company's private information to the public in the process. Consumers can differentiate (or choose to ignore) which cloud service is "secured" enough to qualify its usage at the work place
  • http://www.informationweek.com/big-data/news/big-data-analytics/ibms-big-data-education-outreach/240161428http://articles.washingtonpost.com/2013-09-15/business/42089048_1_analytics-business-school-12-studentshttp://www.cio.com.au/article/439798/lack_data_scientists_could_derail_big_data_projects_ibm_/http://www.informationweek.com/big-data/slideshows/big-data-analytics/big-data-analytics-masters-degrees-20/240145673
  • http://www.informationweek.com/big-data/news/big-data-analytics/ibms-big-data-education-outreach/240161428http://articles.washingtonpost.com/2013-09-15/business/42089048_1_analytics-business-school-12-studentshttp://www.cio.com.au/article/439798/lack_data_scientists_could_derail_big_data_projects_ibm_/http://www.informationweek.com/big-data/slideshows/big-data-analytics/big-data-analytics-masters-degrees-20/240145673
  • Despite cloud readiness ranking divide between developed and developing market, cloud computing adoption push is the key agenda in most national ICT policy in public service delivery and development of digital economy nation.
  • Cloud readiness measure 10 index;Data PrivacyInternational ConnectivityData SovereigntyBroadband qualityGovtonlineservice & ICT prioritizationPower Grid & Green PolicyIP protection and
  • 131114_Seminar on Cloud Computing_Peer into the thougths of your customers

    1. 1. Cloud Computing: Peer into the Thoughts of Your Customers Thursday, 14 November 2013
    2. 2. Welcome Address Jeffrey Bahar Deputy Chief Executive Officer Spire Research and Consulting
    3. 3. Cloud Computing: Peer into the Thoughts of Your Customers Yap Far Loon Business Development Director (Telecommunication) Spire Research and Consulting
    4. 4. Cloud Computing: Peer into the Thoughts of Your Customers Prepared by: Spire Research and Consulting Date: 14 November 2013 4
    5. 5. Staging the Cloud Scene 5
    6. 6. How cloud literate are we? How have we adopted the cloud? Used pervasively to communicate, share content and perform online transaction Used to empower ourselves to manage our personal cloud and workplace cloud use Used to decide where to store or transact our information; creating a “fine line” between our personal cloud and company cloud 6
    7. 7. How cloud literate are we? Personal Application Communicate on Skype, Facebook, Twitter, Weibo, Tencent QQ, Kakao Talk, Line Share and deliver videos content with Youtube, FC2, IPTV Netflix (for certain countries) Share files (e.g. pictures/ videos/ slides) via Flickr, Filetubes, Slideshare, Drop box Access email with Gmail, Yahoo mail, Mail.ru Do online shopping and make purchase on marketplace with Amazon, Ebay, Rakuten, Taobao, Paypal Enterprise Application Access work related email with Microsoft Outlook, Google apps Share and access content with Microsoft Office365 Manage human resource and payroll with SAP SuccessFactor, Workday, Oracle Taleo Manage customer relationship with Salesforce Manage buying process with procurement via SAP Ariba 7
    8. 8. Introduction to cloud literacy Literacy is part of Communication Skill Constellation and Application ICT Skill is essential in the development of Cloud Literacy. What is the use of it? Is cloud access secured and safe? Analyze What are the available cloud applications, accessibility and etc.? Apply / Act Access How to put cloud into good use? How can we make money etc.? Cloud Literacy 8
    9. 9. Introduction to cloud literacy Literacy is part of Communication Skill Constellation and Application Literacy in Communication Skills Constellation Age Pyramid of Singapore Resident Population Age 13 - 62 Workforce Source: 1. Ralph Catts and Jesus Lau (2008). Towards Information Literacy Indicators. Paris: UNESCO, 2. 2012 Population Trends Department of Statistic Singapore 9
    10. 10. Growth of technology, business requirements and usage shape today’s cloud eco-system Catalyst opening up a multitude of possibilities in services Hardware Software Communication Technologies 10
    11. 11. 11
    12. 12. Cloud Service Providers targeting segmented users Zooming into ecosystem shows… The value chain provides “End Users” choice of service (i.e. Pick and Choose) for both the “Personal Users” cloud and “Enterprise Users” cloud space. However, there is divisions in terms of expectation for companies dealing with Public, Private and Hybrid for implementation strategy due to business requirements variations. Cloud Service Providers offering to 2 Segment of end-users (SaaS, PaaS and IaaS aka XaaS) Personal Users Enterprise User 2 Target Segment End Users Web browsers, mobile apps/ browser Mobile phones, tablets, laptops, desktops SaaS Public Cloud Public, Pri vate or Hybrid Cloud Software as a Service The application is centrally hosted Microsoft Office 365, Google Apps, Salesforce.com, CRM, email, games PaaS Platform as a Service Software development stack is hosted Windows Azure and Google App Engine, Heroku, Force.com IaaS 3 Implementation Choices Infrastructure as a Service VMs, Servers, storage, network is hosted Rackspace, Amazon Web Services 12
    13. 13. Accelerated Cloud Use is due to SMoC With enormous amount data transacted “Socially”, via “Mobile” that is offered by “Cloud” (SMoC), Big Data leads in the areas of Research and Analytics Being Social Being Mobile Being Cloud (i.e. Human has many choices to a Smörgåsbord of applications) (i.e. Affordability of devices and wide wireless coverage has spurred demand) (i.e. Computing development offered 3 implementation preferences) 13
    14. 14. Is SMoC a precursor component to Big Data? Today Cloud Upcoming Big Data Merging of Computing Development Hardware Software Storage Virtualization Emerging of Computing Development in Research and Analytics Predictive Modeling Intelligence Visualization Multiple Preference Implementation Public Private Hybrid Potential vertical extension Weather (i.e. Meteorology) Healthcare (i.e. Genomics) Financial Service (i.e. Fraud detection) Social Multiple Application Accessibility Communicative Channel Content Sharing/ Delivery Workflow/ Transaction Mobility Multiple Communication Technology Choice Device Agnostic (i.e. BYOD/C) Widely Coverable and Accessible Communication 14
    15. 15. Customer Experience Management (CEM) 15
    16. 16. What is CEM and why? Customer experience is the cumulative experience shared with a supplier of goods and/or services Why CEM? Good customer experience leads to growth Global CEM Market (2012): USD2.68 Billion Customer 2013 Marketsandmarkets Companies 16
    17. 17. Significance? CEM encourages positive customer feedback Importance of CEM Telstra CEO and leadership team take customer calls Customers calling Telstra recently might have been surprised to be greeted by David Thodey and members of his leadership team. Following their regular meeting at the new state of the art call centre in Melbourne, the executives quickly realised they were in for a surprise. They were told they would spend the next few hours taking customer calls. 17
    18. 18. Top-down approach Customer research by interactive survey CEM - Deductive Reasoning Approach Survey (i.e. CSS, FGD, NPS) Theory Hypothesis Observation Confirmation Methodology CSS – Customer Satisfaction Survey, FGD – Focus Group Discussion, NPS – Net promoter score, 18
    19. 19. Bottom-up approach Customer research through paying attention to customer sentiments CEM - Inductive Reasoning Approach Observation (i.e. unsolicited feedback, voice of customer, ethnography) Observation Pattern Tentative Hypothesis Theory Methodology 19
    20. 20. Research and Analytics Fundamentals 2-prong approach on CEM Cloud computing capability has enabled a holistic research in understanding customers with a 2-prong approach on CEM Top-down approach customer research by interactive survey Bottom-up approach customer by listening customer by observing their sentiments Looking Side by side Top-down Approach Bottom-up Approach 1. Method Survey Observation 2. Objective Confirm a theory Build a theory 3. View Narrow Wide 4. Interactivity Question and Answer None (or minimum) 5. Period Polling (i.e. do when needed) Can be continuous 6. Capture type SMS, Email, phone, face to face Social media, IVR, ethnography 7. Cloud Automation Yes (However, phone and face-to-face survey is manned) Yes (Can be computerised and unmanned) 20
    21. 21. How to reach out to both customer and market trends? Combination of both approaches creates holistic understanding improves customer experience with predictability of customer usage behavior Confirmation 21
    22. 22. How to reach out to both customer and market trends? Top-down Approach Action • Macro approach high level view of the industry (i.e. market estimation, competitor analysis • Go-to-market strategy and industry benchmarking) • Repositioning on company • Assessment of a service (i.e. branding or service survey on CSS, NPS) • Customer acceptance insight • New concept testing (i.e. leads to strategic product launch Confirmation FGD, Product survey) • Deeper understanding of product usage leads to improvement of new product launch Top-down Approach CSS – Customer Satisfaction Survey, FGD – Focus Group Discussion, NPS – Net promoter score, 22
    23. 23. How to reach out to both customer and market trends? Bottom-up Approach • Listening to social media, IVR, web (i.e. commend, comment, com plaint) • Monitor network performance (i.e. quality of service QOS) • Monitoring the capability of device (i.e. mobile subscriber accessibility to service) • Product usage and behavioral study (i.e. Ethnography) Bottom-up Approach Action • Dashboard for monitoring, analysis and act • Engage customer complaints before they go viral • Churn modeling with customer experience Confirmation metrics • Improve quality of service by projection on capacity and demand management • Offer option to shift from 3G to Wi-Fi when needed, with provisions to switch • Assess network capability and improve SLA management 23
    24. 24. Trends and Innovations by CEM service providers Existing CEM service providers employ both top-down and bottomup approach when it comes to customer analytics with actionable insights 24
    25. 25. Trends and Innovations by CEM service providers Communication Channels Web, email, Interactive Voice Response (IVR), Voice, Kiosk, POS, SMS Email, Contact Center, Mobile, Receipt, Social Text a Voice/IVR a Online, Print, IVR/Phone Receipt, Web, Email Social Media, Mobile Capture Type Text a Voice/IVR a Device Type Mobile phone POS system Mobile phone Mobile phone Desktop/laptop Mobile phone POS system Benefits Improved customer and employee satisfaction Maintain brand’s public feedback Automated report enable continuous improvements Improved net promoter score and customer satisfaction Boost customer experience Capable to integrate with various operational database Boost customer experience performance Increase sales and operational performance Clients Type Industry Telecommunication Aviation Banks Insurance Source: Responsetek, Medallia, Allegiance, Opinionlab Retail Chains Hotel Manufacturer Mutual Fund Text a Voice/IVR a Web, mobile, in-store, product Fortune 500 companies from various industry Text a Fortune 500 companies from various industry 25
    26. 26. Case Study Telecom Service Provider Scope Enable companies to collect, monitor, and analyze text or voice of customers in real time from various media sources Vendors Operator Open up opportunities to establish a closedloop process to resolve customer issues Scope Enable telecommunication companies to interpret customers’ experience index from voice call or internet usage data pattern Vendors Text/Voice of Customers (VOC) Management Quality of Service or Network Management Scope Enable companies to collect customers’ experience metrics directly from across platforms of devices to provide an unified report for the whole company Device Management Include proactive/ automatic device configuration/ WiFi activation without the intervention of operator Vendors Operators Operators Source: Spire’s Analysis, Responsetek, Medallia, Clarilty, Teradata, NSN 26
    27. 27. Future outlook? 27
    28. 28. Cloud computing in coming years Trend – Being social, being mobile and being on the cloud The "blurred line" between personal and enterprise cloud services due to "Bring Your Own Device“ (BYOD) phenomenon. 28
    29. 29. Cloud computing in coming years Continuous growth of the industry spurs the emergence of two new types of cloud services: A Crowd of Cloud Cloud manager Enterprise service broker 29
    30. 30. Service Aggregator A new business model NOW Enterprise Cloud Services Personal Cloud Services Will consumers continue to be empowered to adapt cloud naturally or will it lead to a MERGER or One cloud for all regardless of personal use or enterprise use? MERGER? Availability of various vendors with differing offers/ functions Lack of industry standardization Personal Cloud Manager FUTURE Source: Spire’s Analysis Multiple choices of personal/enterprise cloud service, has created new model of Personal Cloud Manager and Enterprise Service Broker Enterprise Cloud Service Brokerage 30
    31. 31. Increasing demand for Data and Analytics Graduates Research analytics leads to new job opportunities and increase in grooming new talent Big data to drive US$34 million global IT spend in 2013: Gartner There are over 300,000 openings for data scientists currently listed in the US alone Over the next 5 years, demand for data scientist will: Be significantly less than the talent available Be less than the talent available Over 2/3 believe demand will outpace the supply of data scientist Be met by available talent Somewhat outpaces the supply of talent 1% 5% 31% 31% Significantly outpaced by the supply of talent 32% Source: Gartner 31
    32. 32. Increasing demand for Data and Analytics Graduates Over 1000 Data Scientist Sample Classes • Harvard University  CSCI E-63 Big Data Analytics • EMC2  Data Science and Big Data Analytics Course • Carnegie Mellon University  Big data 08-741 Very Large Information Systems Source: IBM, EMC2 32
    33. 33. How ready is Asia on cloud computing? Cloud computing adoption push Key agenda in most national ICT policy in public service delivery and development of digital economy nation 33
    34. 34. How ready is Asia on cloud computing? Top National ICT Agenda Cloud computing adoption E-government Promote citizen use of ICT Data analytics National Broadband Plan 34
    35. 35. Conclusion Being SMoC is a precursor component to Big Data The progression and the way forward Be Social Be Mobile Be Cloud Be in Big Data with Data analytics 35
    36. 36. Panel Discussion Jeffrey Bahar Yap Far Loon Hendy Tohan
    37. 37. Thank you
    38. 38. Tel: (603) 2161 6088 Fax: (603) 2162 6088 Level 42-C, Vista Tower, The Intermark 348 Jalan Tun Razak, 50400 Kuala Lumpur, Malaysia my.info@spireresearch.com www.spireresearch.com 38