Personalization has become ubiquitous in consumer’s digital lives. Social media feeds present users with updates that align with their interests, ecommerce platforms know what consumers want before they do and entertainment platforms push content to viewers that keeps them subscribing for years.
The telecommunications industry, however, lags behind on real-time personalization for even its own customers.
A large part of the problem comes down to data.
As one of the largest telcos in the country, our client recognized the need to provide a more personalized experience for both customers and prospects across its platforms. This is especially important when clients interact with the provider through phone calls, web, mobile applications, social media and other touch points.
These touch points also contribute data to disparate silos, including third-party sources, that provide a fractured picture of clients and prospects.
Our challenge was to connect these data silos in order to create a comprehensive picture of each client or prospect and to enable a personalized, consistent user experience across all the touch points between the telco and anyone who interacts with it.
Infomatics began the process of creating a personalized experience by consolidating user data across all the client’s sources. This included third-party data and information gathered from user interactions with the telco’s own platforms.
Third party sources are typically provided by external vendors while user interactions are compiled from instances where customers and prospects visit the company’s applications, websites, make phone calls, or visit stores.
This vast amount of data was stored in disparate silos, even within the telco’s own infrastructure. We used deterministic matches to relate data sources to individuals and build a complete picture of each customer and prospect.
Now that we have broken the client’s data silos, the telco is able to create audience segments based on the target’s interests, behavior and demographics. Both marketing and design teams now have the data they need to ensure a unified experience for users that is relevant and useful. This enhanced user experience will establish a better relationship between the telco and its audience, increasing retention and improving conversion rates.
A health insurance client maintains two robust call center applications that leverage data from back-end systems to provide timely, useful information to members and healthcare providers.
The client must meet significant SLAs if it is to consistently provide exceptional customer service to stakeholders. The impact of these SLAs comes out to $12 million. Naturally, it is crucial for the client to maintain the system’s quality throughout its deployment.
Our challenge was to provide a solution to monitor their entire system and provide a complete view of crucial data relating to applications, servers, databases, and network health.
Monitoring tools such as CA Wily require deep level subject matter expertise and understanding to use the tool and interpret the data it yields. The vast amount of data it delivers must be processed before users can glean actionable insights.
Infomatics led our multiple webinars for client stakeholders to understand the application performance management ecosystem. After a period of research, Infomatics determined that AppDynamics would be a strong tool to supplement our client’s monitoring needs.
Unlike its competitors, AppDynamics provides users with a view of their application’s performance by the business transactions they depend on. These transactions are made up of all the required services within an environment that are called on to fulfill a user’s request. They include operations such as login, search, and submit.
AppDynamics automatically discovers known and unknown business transactions and creates a topology map of the flow of traffic within an application. By mapping system performance to business transactions, users are able to identify where their operations are suffering and drill down to specific problems in their infrastructure without deep technical knowledge.
This helps our client visualize transactions that were previously hidden and gives them the ability to better manage their environment and platforms based on accurate user behavior.
Infomatics displayed multiple business transactions in the client’s dashboard. The client is now able to see any deviations from the baseline with ease and identify the business transaction that is affected.
Once the problematic transaction is identified, the user is able to drill down within three clicks and identify any issues that must be resolved. This quick drill-down allows our client to improve operational efficiency, protect its revenue, and avoid extraneous costs.
Thanks to our AppDynamics implementation, the client has gained unmatched visibility into its call center application infrastructure. The new view of system performance the business transactions cuts down on the specialized work of SMEs interpreting data before it can be turned into actionable insights. The ability to drill down to the root cause of a failure in under three clicks drastically reduces the time
