Real-time Customer Data Analysis as Enabler for Enhanced Customer Experience
Using these types of solution blueprints for fast data, combined with big data, and predictive analytics, service providers can develop strong and long lasting customer loyalty.
The magic really comes to life when the speed and capacity of CX-enhancing Fast Data solutions are combined with their ability to recognize and react to specific data patterns received in the IMDG.
This complex functionality allows events directly from the network — or from mediation systems, social networking, mobile applications data, or other third-party event sources — to be processed and
correlated with customer information and trigger desired actions.
When these solutions are combined with Big Data and predictive analytics solutions, a whole new world of opportunity becomes available to mobile service providers who want to strengthen CX. As
illustrated by the Pivotal Initiative, a joint venture between VMware and EMC, blending Fast Data from GemFire, Big Data from Greenplum and advance analytics from Cetas produces a powerful
framework for solutions that ingest giant amounts of data — combined with historical information and key behavior data insights — to process real-time, actionable events. When applied to data
from mobile devices, this framework addresses mobile operators’ need for real-time customer interaction and service-enhancing functions.
Imagine customers being able to opt in to levels of service that know where they are and what they like, and can correlate their social interests with local merchants, events and even friends and
social circles to supply the most desired information, recommendations or promotions, all customized to appeal specifically to those customers. By integrating information on what a customer likes
exactly when he or she wants it as well as where the customer is located (or is anticipated to be, at least) — and at a frequency of interaction that’s palatable to that customer — a mobile
service provider can deliver a meaningful set of user interacts through this type of real-time marketing promotion solution.
Similarly, imagine ensuring quality of service (QoS) for premier mobile users by lining up their locations and predicted destinations so as to dynamically provision part of the mobile network and
guarantee a superior level of service without overprovisioning the entire network. Correlating network capacity and incident management with customer location patterns for exceptional CX is
another example of what can be done with the aforementioned framework.
Options to anticipate and act on potential customer churn, identify and recommend actions to minimize bill shock or proactively identify and resolve customer-impacting incidents are just a few
other possible points of customer interaction that can be improved on the path to a positive customer experience. And by developing a 360 view of customers while applying a take-charge response
and predictive analysis across all customer-impacting areas for both real-time events and historical patterns, service providers can make sure it stays positive.
Using the framework for Fast Data integrated with Big Data and predictive analytics, providers can develop long-lasting customer loyalty and become trusted business partners, brokering a broader
set of commerce services for their customers as the mobile device becomes the center point of interaction between consumers and their world.
