Hi Mercedes! Just saw this popping up in my emails. Can you share a little more about the goal of this project? Would be helpful to know a little bit more in order to answer this question - both Customer Experience and Big Data are very wide fields!
Let me define Customer Experience (CX) as the interaction between the customer and the company/product throughout the customer journey. Starting from the first interaction with the brand (most likely involving social media) to the purchase experience (in store or online) to the various customer service requests. The holy grail of CX is Personnalisation of the service which can be achieved only if we understand the customer enough. Understanding the customer (aka Customer Intimacy) requires us to collect and analyze enough data about the customer at each of the touch points, and regardless of the channel used by the customer (online, phone call, email, social media, in store). If you agree to the above definition of CX, then you have established the connection with Big Data. Because only Big Data platforms and techniques are capable of achieving the levels of customer intimacy that the likes of Amazon and Google have achieved. They set the mark high for the others through their Big Data prowess.
Just install a DPI, identify and group the profiles of the customers. Improve their specific experience from the connectivity, interactivity, and feedback, adding specific dedicated connections, content mirrors, geo distribution servers, and preventive maintenance online service with AI. Finally, let the customer play cheap for some months. By the end you will get the more stable and profitable network/service. You need strong Big Data management for the different stages during the discovery and analysis of the traffic.
Hope this add some ideas. Otherwise please provide more details of the query.
Big Data is all about collecting varied volumes of data to carry out analyses to identify patterns. Customer 360 is an ever growing view of all the data you have, that helps to understand your customer better. Customer experience is the front of the machine. Big Data is the driving engine and enabler.
Hello Mercedes, Apples are apples, oranges are oranges - Customer experience is one story, Big data is a totally different one in telco world. Why do you need to mix those two ?
Mercedes you stated “Customer Experience reshaping project with Big Data management”, therefore you have a customer experience approach that may not have embedded with data management. There are three avenues I would suggest you consider and validate. The commercial, legal and compliance of the acquisition of customer data, its use, its rationale for use and the retention and archive of the data for future or alternate uses; The quality of the data, or lack of quality of data and what impact that has on the effectiveness of the use of that data from re-keying, to reduced propensity for customer engagement closure (Sales, services, and delivery). Last i would assess the effectiveness of the technology used and the data value streams of the data from acquisition through to analysis and final disposal. The technology stack integration and fit can throw up many challenges to validatity and accuaracy of fact for decision making. This is particularly true with legacy databases, analytics methods and processes or even the hardware infrastructure.
All of these are valid data management reasons to assess, reshape and assure the customer journey. a bi product is that this leads to RPA for many processes.
What I meant is how to use big volumes of customer data to define the strategy of a new customer experience Segmentation?
When you speak about big volumes of data , do you refer to the data traffic generated by the customers when they use mobile services such phone calls, video streaming and/or surfing or to data related to CRM/billing system?
In the telco industry customer experience goes hand-in-hand with CEM (Customer Experience Management) that is mapped in the Service Assurance concept used by telco operator to “guess” their user experience when they use the service provided by a specific operator.
If this is what you are after, definitely you had to use big data to understand the customer experience and profile them according to type of traffic, location etc, etc
See a company that is called JUMP. They have many white papers, and the approach is fantastic. They work in Video Delivery services.
If your ‘Big Data’ is not giving you indicators of your CX problems, then you might have big data but not the ‘Right Data’. Define your customer journey, define the measures and use the data to drive CX improvement. If CX transformation is not data driven you will not achieve. I recommend using a customer retention/churn lens.
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