Big Data in Enterprise Mobility

Big Data in Enterprise Mobility

Data or an information is a foundation for any business be it small sized organization or a conglomerate. Data analysts, CIO’s, DBA engineers in a company will think on how to utilize the massive amount of data being generated by their business. In order to stand out in the crowd, the organization should find the hidden value behind their data, which helps them to be competitive in today’s world. Here IT decision makers bring about the concept of Big data analytics solutions that helps the business to adapt to newer products and keep their customer satisfied.

Digital data is the trend now in today’s landscape. Four technological mega trends shape the reality of business strategies today: the use of Big Data, mobility, the social media and cloud computing. Today in our daily basis we use gadgets, iPad, smartphones, tablets etc. EY company states that with 900 million+ mobile connections, 100 million+ active mobile data users and increasing number of connected devices, the amount of consumer and enterprise data will grow exponentially.

Data is available in myriad forms like SMS, text, photos etc. These unstructured data have increased the ability to investigate deeply to satisfy customer values. If you take an example, If an Automobile company like BMW launches a new model of BMW, it creates a lot of buzz in the social networking sites and tries to capture consumer attention and public reaction for the launch.

Processing of data:

Big data possess opportunities for growth of the business. In order to improve the efficiency and effectiveness of decision making, the data must be processed in timely fashion and the use of analytics must give way for better business decisions. The use of analytics helps to predict statistical and quantitative analysis using business models. The best effective action in using analytics helps the business to meet stakeholders’ demands, manage huge volumes of data and enhance performance of the business by bringing changes.

 What Organization thinks about Enterprise mobility?

Based on the survey, 50% of organizations are keen on providing business applications such as ERP, CRM etc. will be available to use on mobile devices like tablets, and handsets. tablets being more preferred for business applications and mobile handsets for access to emails and collaboration tools. 

In today’s competitive market, almost all travel companies like Orbitz, retail companies have given the mobile enabled applications for the customers to use on daily basis. For example, let’s take Expedia Inc. which is considered to be a global leader in online travel, that offers notable deals and packages for flight booking, hotel reservations and car rentals. It gives an option of booking flights, hotels via mobiles with cheap discounts that caters to different ages by providing all sorts of trips ranging from beach holidays, cruises, city tour breaks etc. They Choose Expedia.com as more people prefer cheap holiday deals combined with luxury.  Expedia constantly works creating the website more user-friendly, but intense competition and the rise of price-comparison sites were leading to a decline in value, and its profitability After years of growing its business, Expedia found itself at a major crisis, with the need to evolve its online travel site to progress to the next level and better serve its customers. As per the latest report by (suite.searchmetrics.com.2016) Expedia has lost 25% of Search visibility in Google.

Even recently Expedia has acquired Orbitz to form a massive travel company. Joining of these two travel services could means access to even more massive volumes of data. The trick lies in handling, and processing this huge data in an efficient manner.

So here comes the use of Big data analytics that helps Expedia to find how to resolve the customer handling issues. By using Big data and analytics it helps them to understand the customer better and give them better customer relationship experience combined with better travel experience. Predictive models and visual analytics gives them a clarity on what they lack, how they can overcome it and standouts in the market. Finally, the motto of Expedia is to give right data to deliver customers with effective information to make good travel decisions and to develop a good rapport with their stakeholders in the market.

Complete solution to handle future problems and exceptions

Big data technique is the most powerful weapon in the world. With big data, we can look more closely to customer. For example, we can analyze the average customer satisfaction, the quality track of products and services, what customers need from organization.

1.      Apply visualization tools such as Tableau and perform real-time analytics to map out how service and product match customers’ needs and what level they satisfy.

2.      Perform predictions on what customer want with big data by performing predictive analytics using SAS, R and other related tools. All the data related to customer should be collect and pay attention to. For instance, gather customer’s preference, location, interest, and recent activities to analyze what customers’ preference. Then provide them with satisfied service for them before they request.

3.      Expedia can have a dedicated team to perform customer analytics based on their preferences and suggest the flights and hotels accordingly. In addition, collect the customer related history, ratings and reviews, perform analytics for this data, and suggest better fit for them.

4.      Also, improve the services based on the technology advancements and provide good offers or discount/ reward points to the customer based on loyalty. This makes customers use their products most for booking flights, hotels etc.

5.      Integrate technology and data to improve interaction. The data is growing day by day, while the representatives and other staffs is limited to handle all the customers’ problems or deal with all the customer services in high quality level. With machine learning, organizations can use special algorithm to analyze what problems that customer often encounter and how they can be satisfied. Then establish an intelligent system or a virtual robot to handle customer problems in high call volumes time.

6.      The hottest trend in the market to achieve next level of growth is to use Amazon Web services (AWS) for data analysis. There is plenty of tools available, so the organization must choose the right analytic tool that helps to store and visualize everything on cloud. Since Expedia is committed to deliver great experience to customers, it started using AWS that uses ESS (Expedia Suggest service) that has algorithm to detect customer location and other relevant details when booking through mobiles. In simple words its using SAS Business Analytics that displays suggestions when a customer types something. In order to optimize online customer experiences, as well as increase the valuable relationship of each customer thereby increasing customer satisfaction and loyalty, while achieving growth revenue at the same time.