Customer Service Big Data Benefits
Customer service executives indicated that revenue was one of the potential benefits– even if it didn’t directly generate revenue. They said that one of the greatest Customer Service Big Data benefits was to identify customers at risk of discontinuing use of the company’s offerings. Analyzing the way customers used the firm’s website came next.
The activity rate lowest on this list of six – monitoring products that customers use to detect manufacturing or design problems – was nevertheless rated as one with more than moderate potential benefits (at 3.40). An excellent example of this is what Xerox Corp. does with the 1.2 million devices (copiers, printers, etc.) in use at customer sites. The company told The Wall Street Journal recently that it gathers terabytes of data from those machines every day and uses predictive algorithms to determine which ones may stop operating.1
Exhibit IV-10: Areas of Greatest Benefits for Customer Service
Q18-c: Degree Of Potential Benefits Big Data Could Generate – Customer Service Mean Summary
Customer Service Big Data Challenges
Customer service managers are in sync with sales executives on the top challenge of Big Data: getting data that exists in other business functions or divisions. Determining what data was useful to make different service decisions, and finding data scientists were also rated difficult challenges.
And like their colleagues in sales and marketing, service managers did not show great concern for data security issues.
Exhibit IV-11: Greatest Big Data Challenges for Customer Service
Q-23: Greatest to Getting Value from Big Data: Mean Summary – Customer Service
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- M. Hickins, ‘The Morning Download: Xerox’s ‘Big Play with Big Data’, Feb. 21, 2013. http://blogs.wsj.com/cio/2013/02/21/the-morning-download-xeroxs-big-play-with-big-data/ [↩]