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Role of Analytics in transitioning from Reactive to
Proactive/Preemptive Customer Services
Kali Prasad VittalaDistinguished Fellow &
Vice President, Informatica
Arjun KrishnamoorthyData Scientist, Data Science Group, Informatica
Role of Analytics in Proactive Customer Service and Rapid Product Adoption
- Vittala Kali Prasad, Vice President, GCS
- Arjun Krishnamoorthy, Data Scientist, GCS
Safe Harbor
Information being provided today is for informational
purpose only. The development-release and timing of any
Informatica product or functionality described today remains
at the sole discretion of Informatica and should not be relied
upon in making a purchasing decision. Statements made
today are based on currently available information, which is
subjected to change. Such statements should not be relied
upon as a representation, warranty or commitment to deliver
specific products or functionality in the future.
Informatica Proprietary
Agenda
• Evolving Customer Services trends
• Business Challenges
• Project APA - Accelerate Product Adoption:- Customer
Services powered by Analytics
• Interaction Data Hub
• Analytics Engine
• Discovery IQ
Informatica Proprietary
All these
challenges led to:
• Increasing churn
• Saturating CSAT
scores
• Increased Time to
Resolution
… and Informatica
reacted with new
Project “APA”
Business drivers that led to Innovation
Rising customer
expectation
Increasing product
complexity
Proactive/Pre-emptive
Services expectations
Perceived product
downtime with lack of
alerts and notifications
Multiple functions
focusing on customer
success across the
lifecycle
Lack of single view
of customer in
delivering right value
Increase in headcount
to meet expectations
Limited Value
realization offerings.
Customer Experience Business Problems
Informatica Proprietary
Accelerate Product Adoption – “Project APA” An Innovative Data Centric Approach to Drive Outcome
Centralize all
customer data
Predictive/Prescriptive
Analytics
Deliver high-touch services
thru innovative adoption
platform
Interaction
Data Hub
Proactive/
Adoption
Services
Data Science/
Analytics
Informatica Proprietary
Accelerate Product Adoption – “Project APA” Interaction Data Hub – Big Data Solution
Interaction
Hub
Informatica Proprietary
• Integrate data across systems and migrate into Hadoop
• CRM
• Sales
• Product Usage
• Product Logs
• Ensuring Data Quality so that data is accurate and trustworthy
• 360 degree view of Customer across all systems
• Master Data about a customer that rest of
applications/Analytics engine can consume
• Built using Informatica Products like PowerCenter, Informatica
Data Quality, Informatica Master Data Management,
Informatica Big Data Edition etc.
• Predictive Escalation
• Predict an upcoming escalation of a Customer Support Case upfront
• Predictive Customer Churn
• Risk Score for each Customer who is up for Renewing the maintenance
• Log Analytics
• Recommend the right logs needed to debug a problem
• Analyze the logs and provide specific recommendations related to the same
• Proactive Cases for Cloud Customers
• Analyze past case patterns and proactively raise cases for such issues before customer raises them
• Statistical model to review anomalies in a customer environment and proactively alert Customer Support team
Accelerate Product Adoption – “Project APA” Proactive Services/Analytics – Use Cases Analytics
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• Use customer data (IDH) as
backbone to deliver
personalized adoption
services
• Provide insight to customers
on their current adoption level
and recommendations
• Improve support margin by
providing high touch service
with low cost self-service
channel
• Build scalable platform for
proactive alerts and pre-
emptive notifications
• Platform to elevate the reach
of new knowledge & best
practices content instantly as
discovered
Accelerate Product Adoption – “Project APA” DiscoveryIQ – Drivers to the new product adoption platform
Proactive/
Adoption
Services
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Accelerate Product Adoption – “Project APA” DiscoveryIQ – Highlights
Proactive/
Adoption
Services
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Product Insights
• Consumption Analytics
• Operational Reports
• Peer Benchmarking reports
Proactive Services
• Upgrade checkpoint service
• Predictive Analytics
• Advanced Log Analytics
Personalized Services
• Targeted best practices
• Intelligent knowledge content
• Critical alerts & notifications
Summary
• Increasing Customer expectations from Services organization
• More Proactive services
• Preempt product failures
• More value for Maintenance Revenue investments.
• Quick ROI for the Product investments made
• Challenges faced by Product Vendors
• Increasing Product Complexity
• Rising customer expectations
• Bringing in more value to customers in their offerings
• Role of Analytics in bridging this gap
• Makes services more proactive/preemptive
• Notify customer upfront on impending issues
• Provide consumption analytics that can help adopt product much better
• Accelerate ROI on product investments
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