Latest News  

TELUS International: Four steps for successfully adding data analytics into your customer service strategy

Discover the essential building blocks of an effective data analytics implementation

2018-01-29 21:30:35





Grégoire Vigroux
Vice-President Marketing Europe at TELUS
International

Key Takeaways


• Data analytics holds the power to transform operations and customer service delivery, improving an organization's profitability and competitiveness in the process.
• Many organizations fail to realize the full potential of data analytics due to a lack of carefully planned and strategically aligned integration.
• By focusing on the right opportunities, establishing credibility and strategically implementing the Data Analytics Value Chain (a Gartner framework), companies can harness the power of analytics across their organizations.

Tea leaves, crystal balls, tarot cards and more—for centuries people have sought the ability to predict the future. While entertaining, these methods have yet to be proven reliable or fruitful. Fortunately, today's business leaders have data analytics to inform their decisions and suggest actions for optimal outcomes.

While data analytics holds the potential to transform operational effectiveness and deliver improvements in customer service, its implementation can be challenging. In a recent McKinsey survey, 85 percent of executives admitted their data analytics goals were not being met. Moreover, Gartner predicted that 60 percent of big data projects would fail in 2017.

Based on our research and experience we have found that a methodical approach, incorporating the following four steps, is essential to an effective data analytics implementation.

Step one: Identify the right opportunities


Business process outsourcing is ripe with opportunity for data analytics. In fact, the sheer amount of data available can be overwhelming, making it difficult to identify exactly where to start.

Everyone knows the trick of using a magnifying glass to focus sunlight on an object to make it burn. For a data analytics program to catch fire in your organization it needs to be similarly focused on the right opportunities.

The following list of criteria, which we refer to as the Data Analytics Opportunity Finder, can help identify where data analytics can be the most effective in your organization:
People: Take note of functions requiring a large pool of people. Higher numbers of people tend to indicate rich data.
Knowledge: Look for areas within your organization where there is an abundance of expertise; where knowledge management and decision making will benefit from enhanced speed and efficiency.
Digitization: Deploy technology to collect data in new ways through digitization. For example, using speech-to-text technology, valuable and data rich conversations with customers can be digitized, leading to additional actionable analytic insights capable of improving the customer experience.
Market demand: Leverage forecasting data, such as specific market supply/demand and trends, to provide accurate models to aid in decision-making.

For TELUS International, one of our earliest data and analytics projects was focused on employee attrition—meeting several of the Data Analytics Opportunity Finder criteria. We wanted to do a better job of retaining long-term high-performers, knowing that the overall increased tenure of our global team would reduce our costs and improve our customer service delivery.

Step two: Develop the data and analytics strategy


Using a rubric like the Data Analytics Opportunity Finder helps identify problems you want to solve, which leads to goals, and ultimately a strategic vision. What do you need to learn to enable you to take action? Where are the points at which you need to intervene? What are the reliable predictors of behaviors you want to minimize or encourage?

When implementing our own attrition analytics project, our strategy was to embed an analytics component directly into our retention management process. The overall goal was to reduce the cost of employee churn by predicting who (especially top performers) was likely to leave the company, and to deploy the best retention efforts where they would be most impactful.

A strategic approach keeps your data analytics initiative focused on a business problem and helps you avoid a ‘tail-wagging-the-dog' scenario. An effective data analytics strategy includes the following six components:
A mission: Determine how you will use analytics to extract value from data and transform its prescriptive insights into revenue growth, reduced operating expenses, better customer experiences or a combination of results.
Service and capabilities: Identify and outline the skill sets and services needed to deliver all components of the Data Analytics Value Chain (see step three).
Use cases: Develop processes for using analytics to deliver value.
Sourcing and location: Find available data sources and denote those that are required across the organization.
Governance: Create a cross-functional steering committee that can provide access to resources across the organization and collaboratively drive the process design and execution of the overall data analysis strategy.
Data and technology: Design and implement the infrastructure needed to enable delivery on the use cases.

Step three: Follow the Data Analytics Value Chain


Gartner has defined four links in the Data Analytics Value Chain that move along a continuum from hindsight to foresight. As a company collects data, moving along the chain from descriptive to prescriptive, they gain greater insight and focus. The four analytic links are:
• Descriptive analytics (What happened?)
• Diagnostic analytics (Why did it happen?)
• Predictive analytics (What will happen?)
• Prescriptive analytics (How can we make it happen?)

To see how the data evolves along the chain, let's go back to our example of solving attrition. In many organizations, data related to attrition is compiled manually, and analysis is backward-looking based on obsolete data (descriptive). When a risk of leaving is identified (diagnostic), the employee has already decided to go, making the organization a day late and an employee short.

The later links in the Data Analytics Value Chain allow organizations to learn which actions they can take to prevent employee loss (predictive), and ultimately determine the primary drivers of attrition and implement an automated solution (prescriptive).

Step four: Establish credibility with an early win


KPMG reports that less than half of firms are very confident in the insights derived from analytics and just over 20 percent trust the most transformative analytics technologies, including predictive modeling, machine learning and artificial intelligence (AI)-assisted cognitive development. This is shockingly low, particularly when compared with a Gallop poll that found 26 percent of Americans believe in the power of clairvoyance!

If you are finding it difficult to convince others to put down the tea leaves in favor of data analytics, demonstrating an early win can help. For TELUS International, our attrition analytics project proved incredibly successful and our business continues to have one of the lowest global attrition rates in the industry.

The promise of data analytics to transform operations, customer experience and the bottom line is real, but organizations must take carefully calibrated steps if they are to achieve success. With digitization speeding globalization, rapid developments in robotics, AI and machine learning, and an evolving labor market, companies must learn to quickly and correctly integrate data analytics into their core business processes to remain competitive. Following these four steps will put organizations well on their way to harnessing the full transformative power of data analytics.
Interested in speaking to an analytics solution leader? Connect with us.

Keep up-to-date with the latest thinking about BPO, ITO and Contact Center solutions. Each week, TELUS International, a global provider of contact center outsourcing and BPO solutions, shares insights on the latest customer service trends.
Related articles: https://www.telusinternational.com/


0 COMMENTS ^ Go back to Top
WRITE A COMMENT ^ Go back to Top
 
Your email address will not be published.
Nickname
Email
Comment
Validation Code
   
 
 
NEWS
Cushman & Wakefield Echinox: StreamWIDE joins the new IT hub created in the Timpuri Noi Square project

StreamWIDE, a company specialized in the software and telecommunications industry, realocates its office in Bucharest in the Timpuri Noi Square project, joining the new IT hub created in the business park devel

 Read Full article »
CBRE: Office deliveries expected to bring new stock of 635.00 sqm, Bucharest to reach 3.9 mln sqm modern office spaces

During 2020–2021 to approx. 635,000 sqm of modern office space are expected to be delivered on market, increasing the Bucharest modern stock at approx. 3.9 million sq m, a step closer to a new a threshold and

 Read Full article »
Uber opens at Bucharest the largest support center to drivers and business partners in CEE

Uber company launched this week in Bucharest the largest center in Central and Eastern Europe that offers assistance to drivers and business partners in Romania, a center where they can contact directly Uber re

 Read Full article »
Samsung and Orange Romania activated the 5G VR Live streaming at Untold Music Festival in Romania

Samsung Electronics and Orange Romania have successfully deployed a 5G New Radio (NR) network to demonstrate a series of 5G use cases at Untold Festival 2019, the largest annual dance music festival in Romania,

 Read Full article »
MVP Lab in Sibiu named as one of Europe's best in the "Ones to Watch" list at European Business Awards

Ropardo MVP Lab has been named as ‘One to Watch' in Europe in a list of business excellence published by the European Business Awards, one of world's largest and longest running business competitions.

 Read Full article »
Endava marks one year since IPO

Endava, one of the most important software companies, present on the local market with 7 delivery centers, reaches an almost double capitalization, 2.07 billion USD, on July 26, 2019, one year after listing. Th

 Read Full article »
Infosys opens cyber defence centre in Bucharest

Infosys, a global leader in next-generation digital services and consulting, announced the launch of its Cyber Defence Centre in Bucharest, Romania. The Defence Centre is an expansion of services delivered thro

 Read Full article »
QuEST Global completes integration of IT Six Global Services

QuEST Global, a global product engineering and lifecycle services company, has successfully completed the integration of IT Six Global Services SRL. QuEST Global acquired IT Six, a software engineering services

 Read Full article »
RE MAX Romania opens three more offices

RE/MAX Romania has expanded its network, adding three new offices – RE/MAX Partners in Cluj, RE/MAX Quality in Sibiu and RE/MAX Prestige in Targu Mures.

 Read Full article »
Microsoft and OpenAI form exclusive computing partnership to build new Azure AI supercomputing technologies

Microsoft Corp. and OpenAI have partnered to further extend Microsoft Azure's capabilities in large-scale AI systems, according to a release of Microsoft.

 Read Full article »
 
 
 
MOST READ ARTICLES
» Meet the winners of ROMANIAN BUSINESS ...
» Capgemini to open new office at Suceav...
» ROMANIAN OUTSOURCING AWARDS FOR EXCELL...
» DB Global Technology creates new techn...
» The Outsourcing industry announces its...
» Molson Coors started to grow its busin...
» Raiffeisen Bank Romania outsources onl...
» PwC: The competitive advantages of Rom...
» Genpact's COO: Staying ahead of the cu...
» Pavel Campan appointed as the new Vice...
 
EDITOR CHOICE
Workplace of the Future conference to take place on November 20th at Bucharest

The Diplomat-Bucharest together with Outsourcing Today organize the 3rd Edition of WORKPLACE OF THE FUTURE, on 20th of November 2019, in Bucharest, at Capital Plaza Hotel.

 Read Full article »
Strategic Talent Acquisition at People Empowering Business Forum on October 30 in Bucharest

Latest trends like demographic upheaval, globalization, digital technology, and changing social values and worker expectations, are disrupting business models and radically changing the workplace. These are req

 Read Full article »
Informal IT School and UiPath launch an educational program for RPA development to start in October

Informal IT School announced a partnership with UiPath to launch an RPA development educational program of five months, 100 hours of courses, five days a week. The program will run in Cluj-Napoca.

 Read Full article »
Impact Hub Bucharest joins 3house to manage three coworking spaces in the city

Impact Hub Bucharest, a coworking spaces manager and developer of accelerator programs and events merged with 3house, a new concept of workplace launched in 2018. By this, Impact Hub reaches 3 locations and 6.7

 Read Full article »
JLL: Total office space in Bucharest to reach 3 million sqm

The second quarter of 2019 reconfirmed the increased interest for the office market in Romania. Over 115,000 square meters of office space were leased over this period at the national level, a value similar wit

 Read Full article »
Latest News  
 
about us | newsletter | contact | members area | GDPR policy
Copyright © 2015 by Diplomat Media Events Design by Diplomat Media Events