巨量資料商機如何現代化您的產品及服務, 創造客戶最大的價值

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1 巨量資料商機如何現代化您的產品及服務, 創造客戶最大的價值 EMC TAIWAN 客戶服務協理徐再盈 BIG DATA, BIG DEAL MODERNIZE PRODUCT AND SERVICE EXPERIENCES TO UNLOCK COSTUMER VALUE 1

2 Customer experience matters in today s digital world By 2020, customer experience will overtake product and price as the key brand differentiator. - Source: Walker Information, Customers 2020 Report Business leaders say that Customer Relationships will be the #1 impact of big data on their organizations in the next five years. - Source: Accenture, Big Success with Big Data Survey 2

3 Big data is a big deal, but You don t need a big data strategy, you need a business strategy that incorporates big data. Bill Top 25 most influential voices in big data* Author of Big Data: Understanding How Data Powers Big Business *Source: Traackr Analysis, October

4 Example: professional sports We are looking to answer the questions of how to utilize technology to predict and prevent injuries, and optimize training strategies - David Tenney Director of Sports Science & Performance Seattle Sounders FC Photo Credits: Microsoft, Seattle Sounders FC, Omegawave 4

5 To unlock customer value Consider EMC s three-pronged strategy to leverage big data 1. Enabling Technology Cultural Psychology 3. Customer experience & outcomes 2. Process & Governance 5

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7 We started with the customer 1. Large Scale Research Study 2. Iterative Design Sessions It is a real pain for me to collect all this information today. - Customer Feedback 7

8 Customer feedback shapes key capabilities & features HEALTH/RISK ANALYSIS SCORE PARTS REPLACEMET TRACKING CODE LEVEL ANALYSIS HEADS-UP DISPLAY 8

9 I N G E S T I O N REAL-TIME BATCH MICRO-BATCH EMC s data lake powers actionable data insights ANALYTICS TOOLBOX APPLICATIONS APPLICATIONS DATA PLATFORM E X E C U T I O N CASSANDRA POSTGRESQL MEMORY DB GEMFIRE P R O C E S S SPRING XD PIVOTAL HD GREENPLUM DB Social Media Sensor Network Web Supplier Market ERP CRM U N S T R U C T U R E D S T R U C T U R E D HDFS ON ISILON HADDOOP ON SCALEIO BIG DATA FOUNDATIONS BIG DATA SYSTEMS PLM COLLIBRA ATTIVIO APACHE RANGER D A T A G O V E R N A N C E 9

10 And it s now available via MyService360 Personalized, actionable insights regarding the global install base, all in one place Accessible through EMC Online Support <support.emc.com> (requires registration, but there s no charge for EMC customers) Better if you re connected via ESRS Virtual Edition (v3) 10

11 MyService360 DEMO Demo 11

12 MyService360 Customer Feedback 97% *Of customers consider it high value 95% *Of customers consider it unique among IT vendors No other vendor provides us with this level of visualization. With EMC, the experience is highly personalized and really makes a difference in our success. - Customer Feedback 12

13 MyService360 Customer Feedback I see MyService360 as a way in which EMC innovating in the customer support area and providing additional value for information that was already there, but was not accessible to the end customer, so it really is a step forward on modernizing the management of EMC infrastructure. Communications company, Spain We need to maintain 99+% availability to host our customers mission-critical CRM operations. The MyService360 Dashboard makes it easy to find and drill down to the details we need to support both our infrastructure engineering and production management efforts. Telecommunications Service Provider, France 13

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15 Single source of truth ENGINEERING MANUFACTURING SALES SERVICE EMC DATA LAKE PROCESS & GOVERNANCE PERSONALIZED ACTIONS Step 1: Business units across the company contribute and securely access information about customer needs Step 2: Rules, advanced analytics and continuous monitoring ensure data integrity and a single source of truth about the customer Step 3: Customers gain accelerated time to value (e.g. real-time access to site data through data visualization tools, EMC service teams predict potentially dissatisfied customers, EMC engineering teams identify trends to prioritize new product features) 15

16 Example: predictive satisfaction model Martin Maria Business rules determine risk of dissatisfaction Country: Singapore Industry: Telecommunications Product: Backup Hardware Service Request Duration: 2 Hours Number of Handoffs: 1 Predictive model identifies that Martin is likely to be satisfied = No follow-up required Country: Mexico Industry: Financial Services Product: Backup Software Service Request Duration: 2 Days Number of Handoffs: 3 Predictive model identifies that Maria is potentially dissatisfied = Activate proactive follow-up 16

17 How it works Identify, evaluate & correlate data points that most strongly impact customer satisfaction levels to create a unique and robust algorithm Apply the algorithm to EMC s millions of annual customer service requests to achieve global scale Activate Service Managers to proactively follow-up with customers & use feedback from interactions to drive continuous improvement 17

18 Customer & business impact Increase in customer satisfaction Increase in future survey engagement Of Service Managers indicate at least one customer or business benefit B2B Predictive Analytics Ranking Source: Walker Information, Inc., 2014 BASIC Industry Average ADVANCED WORLD CLASS EMC Ranking Temkin Group: 4-time winner of Customer Experience Excellence Award TSIA: 26 awards for service and customer experience excellence 18

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20 Example: intelligence matching Case Leader A new, proactive collaboration model that brings together the right skilled service employees to utilize data and solve customer issues up to 50% faster than traditional models 20

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22 You too can unlock customer value Invest in technology that provides realtime, predictive analytics. Shift responsibility of data from IT to the line of businesses and design agile processes & governance to fully leverage insights. Focus on cultural psychology to adapt to changing customer expectations and empower internal teams to trust and act on big data. 22

23 And the journey continues PRESCRIPTIVE PREDICTIVE PROACTIVE 23

24 I N G E S T I O N REAL-TIME BATCH MICRO-BATCH EMC s data lake powers actionable data insights ANALYTICS TOOLBOX APPLICATIONS APPLICATIONS DATA PLATFORM E X E C U T I O N CASSANDRA POSTGRESQL MEMORY DB GEMFIRE P R O C E S S SPRING XD PIVOTAL HD GREENPLUM DB Social Media Sensor Network Web Supplier Market ERP CRM U N S T R U C T U R E D S T R U C T U R E D HDFS ON ISILON HADDOOP ON SCALEIO BIG DATA FOUNDATIONS BIG DATA SYSTEMS PLM COLLIBRA ATTIVIO APACHE RANGER D A T A G O V E R N A N C E 24

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