Digital Resilience Pays Off
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In part 1, we discussed some of the findings of the recent UK Institute of Customer Service report on Customer Satisfaction Index and highlighted some customers using Splunk and machine data to improve customer experience. There’s a great video from my colleague Rahul that gives you a good summary:
We often find that companies start using their machine data in Splunk to spot issues and get alerted to possible incidents. Very quickly the people who are looking at the data and what they thought was a system of record realise that the same data in Splunk can be used as a system of engagement. Consider the screenshot from a demonstration of Operational Intelligence (click to enlarge):
In this case the machine data collected is used for many purposes (how the architecture is performing, possible security incidents, etc.) but in this fairly simple dashboard you can see:
Consider the customer examples from Domino’s and a leading online retailer described in part 1 and how they use their machine data for real-time promotions and apply it to the dashboard above. If you can see that a lot of people are removing a particular product from their shopping basket in real-time (possibly because a competitor has a promotion on the same item) then Splunk can alert you to the fact. The retailer could then automatically send a voucher to the customer who took the item out of their basket (or notify them in real-time on the site) that there is now 20% off the item they just removed. If you can combine the machine data with social media data about competitor promotions then operational intelligence suddenly becomes a very important way to differentiate with customer experience to positively affect the revenue and customer loyalty.
The key here is that this is unstructured, real-time data that has always been seen as “the data that IT is interested in”. This is often the case but the potential of this same data that is already collected and available for improving customer experience is often untapped. We’re seeing an increasing trend of organisations using Splunk to exploit the potential of this data beyond our core use cases of IT operations and security. If you think about how ITOA is emerging as analytics for IT and how security-driven analytics is changing the SIEM space, next up has to be something in the realm of real-time customer operations analytics.
Consider the following implications for customer experience from machine data and Operational Intelligence:
If you’re already using Splunk and want to see how to get started using the product for monitoring customer experience there there’s a five minute video below:
I’ll try and finish where I started – customer experience improves business performance.
Those organisations that get customer service right are growing. Those that don’t are being significantly outperformed by their competition. The complexity of pulling together data from lots of different channels, the combination of cloud & on-premise IT and the need to deliver self-service analytics in real-time isn’t making delivering an excellent customer service any easier. From what we’re seeing at Splunk, machine data and Operational Intelligence is making a difference when it comes to customer experience. If you want to find out more, a good place to start is the Splunk solution guide for retail.
As always thanks for reading.
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Thanks!
Matt Davies
The Splunk platform removes the barriers between data and action, empowering observability, IT and security teams to ensure their organizations are secure, resilient and innovative.
Founded in 2003, Splunk is a global company — with over 7,500 employees, Splunkers have received over 1,020 patents to date and availability in 21 regions around the world — and offers an open, extensible data platform that supports shared data across any environment so that all teams in an organization can get end-to-end visibility, with context, for every interaction and business process. Build a strong data foundation with Splunk.