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UNLOCK CUSTOMER INTIMACYTHROUGH BIG DATAA PRACTICAL APPROACH TO DELIVER A MORE PERSONALIZED CUSTOMER EXPERIENCE

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CHALLENGEIn today’s digital world, there is no lack of available customer data, however, business leaders struggle because:

• The data comes from disparate sources from within and outside their organizations

• The right people may not have access to data, and

• There is no formalized mechanism to leverage data when needed

So how do you ensure data is accurate and available in real-time? How do you derive value from it to deliver more personalized customer conversations and consistent experiences? How do you analyze vast quantities of data to identify improvements that will have a lasting impact to the majority of your customer base?

Data itself is not enough. Organizations do not need a Big Data strategy. They need a business strategy that incorpo-rates Big Data.

APPROACHTo unlock customer intimacy by utilizing Big Data, we employ a three-pronged strategy:

1. Invest in enabling technology that provides real-time, predictive analytics, including a company-wide data lake.

2. Shift responsibility of data from IT to the line of business teams, and design agile processes and governance to fully leverage insights.

3. Focus on cultural psychology, empowering internal teams to trust and act on Big Data to drive improved customer outcomes.

EMC INTERNAL IT DATA LAKE ARCHITECTURE

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EMC customers can view cloud-based MyService360TM dashboards to get real-time, personalized, actionable business intelligence and insights.

ENABLING TECHNOLOGYCustomers expect a personalized and proactive view of their environment. To achieve this, organizations must create an ecosystem of information centered around the customer. By combining the skills and resources of IT and line-of-business teams to establish a company-wide business data lake, organizations will have the infrastructure in place to build advanced technologies (hardware and software) and tools to deliver the customized experience their customers require.

EXAMPLE: DATA VISUALIZATION TOOLSEMC’s Global Services team has developed interactive and customizable data visualization tools build on EMC’s internal data lake to enable customer-facing teams to drive more relevant customer conversations. These tools provide real-time data on essential customer experience metrics, including: system health and risk, customer satisfaction, product quality and onsite service operations. To provide greater transparency and access to customers, these tools are integrated with EMC’s self-service online support experience, available to all support customers free of charge.

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DESIGN AGILE PROCESSES & GOVERNANCECustomers expect all the data gathered about them to work together to best serve their goals. This customer need has resulted in the responsibility for data shifting from IT to the business teams. Cross-functional teams must contribute to the data ecosystem and collaborate to establish comprehensive rules and governance, thereby creating a single “source of truth” about each customer.

Process and governance around the data are critical to maximize customer value as the internal teams:

Open the door for deeper collaborative data sharing and access—“data democratization”

Ensure data integrity, consistency, security and predictability

Allow internal functional teams to take personalized actions based on the data

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UNDERSTAND & INVEST IN CULTURAL PSYCHOLOGYProcesses and governance allow for consistency and “data democratization” while user-friendly technologies (e.g. data visualizations) provide real-time analytics allowing for deeper personalization. However, In the increasingly complex digital world in which we live, these elements are not enough. It is essential that customer-facing teams are equipped and empowered to explore and act on the data to drive a measurably improved customer experience.

EXAMPLEEMC’s Global Services team uses intelligent matching capabilities to bring together the right set of technical experts (language, product expertise, availability) to collaborate, while using shared data insights to solve customer issues. The impact is up to 50% faster resolution and far fewer hand-offs between teams – two of the most important drivers of customer service satisfaction.

EXAMPLEEMC’s Global Services team has implemented a predictive customer service model, built using an advanced algorithm, business rules and data triggers to identify potentially at-risk customers. Service Managers are notified to proactively follow-up. This helped to drive a 153% increase in customer satisfaction.

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CLOSING THOUGHTSIn both consumer and business-to-business industries, organizations can enhance customer growth and success by creating intimacy through digital business, utilizing a three-pronged business strategy that incorporates Big Data.

2. DESIGN AGILE PROCESSES & GOVERNANCE

Shift responsibility for data from IT to line of business teams to ensure the most accurate and holistic view of customers and the ability to take personalized actions.

3. FOCUS ON CULTURAL PSYCHOLOGYLeverage established technology, processes and governance to empower customer-facing teams to be data curious and proficient. This allows the teams to identify customer pain points, collaborate to drive proactive issue resolution and deliver more personalized conversations.

By implementing this strategy, organizations will be on their way to achieving an enhanced customer experience.

1. ENABLE TECHNOLOGY TO PROVIDE REAL-TIME, PREDICTIVE ANALYTICS

Develop a company-wide data lake and utilize it to build customer-centric technologies, such as interactive data visualizations.

GET STARTED: PUT BIG DATA TO WORK FOR YOUR CUSTOMERSLearn how to incorporate Big Data into your business strategy and enhance your customers’ experiences. Our Big Data Vision Workshop, Big Data experts, and data scientists will lead you through the process, helping you to:

• Identify and prioritize your best use cases for Big Data and Analytics

•Pre-validate the ROI of your use case in a test environment

•Deploy a proven platform for Big Data and analytics

• Implement your analytics solutions into production

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EXPERT CONTRIBUTORSDR. REX MARTIN JR.Chief Architect, Advanced Proactive Services @rexgmartinjrAs leader of EMC Global Services Advanced Proactive Services, Rex is a thought leader, architect and visionary on all things MyService360, EMC’s online visualization dashboard capability for customers. His expertise spans all facets of data science and data engineering, helping EMC to drive maximum value their Big Data investments.

JENNY BEAZLEY Director, EMC Total Customer Experiencehttps://infocus.emc.com/author/jennybeazley/ @Jenny_BeazleyAs Global Customer Advocacy Director, Jenny works with customers around the world to drive continuous improvement. With an excellent execution record of delivering large-scale product, solution and change management projects and programs in complex international environments, Jenny now specializes in transforming the customer experience through data visualization and advanced analytics.

CHRIS SCOLLO VP, EMC Global Services OperationsWith more than 21 years of experience in consulting, service delivery, and business operations, Chris oversees the operation and evolution of EMC’s 20,000-person global services organization. He is leading a multi-year transformation to ensure delivery of an industry-leading customer experience to meet the needs of the modernized data center while maintaining maximum leverage in the business.

BILL SCHMARZO CTO, EMC Big Data Practicehttps://infocus.emc.com/author/william_schmarzo/ @schmarzoCountless speaking engagements and 20 years of immersion in the world of Big Data earned Bill the moniker “Dean of Big Data.” His most recent book, “Big Data: Understanding How Data Powers Big Business,” helps organizations wrap their heads around this complex subject. Bill sets the strategy and defines offerings and capabilities for Enterprise Information Management and Analytics within EMC Consulting.

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© Copyright 2016 EMC Corporation. All rights reserved. Published in the USA. EMC believes the information in this document is accurate as of its publication date. The information is subject to change without notice. H14994

EMC believes the information in this document is accurate as of its publication date. The information is subject to change without notice.

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