Services
The client is an American, multinational, courier delivery services company. It was unable to extract accurate insights from data, which impacted customer experience and performance of sales teams. It was looking to build a new generation, big data, analytics platform to integrate and correlate behavioral and transactional data across the marketing funnel.
The client wanted to set up a data science center of excellence (CoE) to enable marketing and leadership teams to derive insights from correlated customer transactions and service data. In addition, it also wanted to operationalize actionable insights to drive efficiency in marketing and sales, thereby optimizing customer experience.
To address these business challenges, our team developed a data science and big data analytics program to improve customer experience, marketing/sales efficiency, sales, and retention. We also designed and developed a Hadoop, Spark and Cassandra based marketing analytics platform. The quality of data required for marketing analytics and building machine learning models was improved as well. We completed the following as part of our solution:
• Improve quality of data
• Achieve business value based prioritization of ML models
• Ensure lose coupling for complete isolation from SOR
• Complete data lineage from report fields to SOR
• Develop faster data ingestion layer
• Improve data management, security, and governance
• Ensure fast data visualization
Our solutions brought a tangible impact towards sales efficiency and customer experience:
• Sales/retention is now measured and reported through KPI dashboard to monitor lead conversion rates, cost per conversation, average handle time (AHT), net promoter score (NPS), and churn rate
• Business risks were mitigated and cost to value was delivered over time through our successfully phased incremental approach