Au spoke of three areas where businesses could derive value from big data. Firstly, cross-channel optimisation tracked a customer experience journey. A customer buying a phone may visit a social media site to get recommendations, and after that go to her selected brand's website. She then buys it on-line, picks it up at the kiosk and gets help setting it up for use.
"In the course of a single transaction, she has left her footprint across multiple systems which may have been built independently. The challenge is in integrating the data generated for this transaction across systems," said Au.
Secondly, an enterprise could monitor customer sentiments. A 2011 Oracle survey showed that only 1 percent of customers were happy with service they received. Today's customers no longer bothered to register their dissatisfaction with a product or service through the enterprise's official channels of complaints. Instead they were more likely to use social media to express their sentiments.
"Big data technology allows enterprises to be aware of such dissatisfaction immediately. Real-time capabilities give them the option of taking action quickly to minimise the negative impact or churn arising from such comments," said Au.
A third area was in social management. "Social media is a powerful engagement tool and is a fast-growing avenue for enterprises to listen, analyse, respond and shape customer sentiments," said Au.
In a mobile workplace, data is generated through different devices, be it a phone tablet or notebook. However, it is not the number of devices used, but how data is being pulled and shared across these devices which made a difference.
"Technology devices are tools in empowering people in business," stated Varinderjit Singh, Vice President, Enterprise Business, Samsung Electronics Malaysia. "The goal is to harness technology to improve productivity. Improved device functionality provides a seamless flow across multiple devices which add to business efficiency."
Photo: Varinderjit Singh
Concerns over ownership of data within devices are being highlighted with the move towards Bring-Your-Own-Device (BYOD). Users wanted the freedom to choose own device, on-the-go convenience, and privacy protection over their own data. Enterprises, on the other hand, were worried about compliance, security, and the right to manage and control user devices.
"Functionality enhancements now allow for separation of personal and work data in devices," said Varinderjit. "Work data is controlled by the enterprise's IT department whilst personal data is managed by the user."
"Although a big data project, CIMB's approach has been to start small," said Devabalan Theyventheran, Transformation Office and Business Process Development, CIMB Group. "We identified a problem; then proved the viability of utilising data analytics in solving that problem."
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