Arvind Sathi - Customer Experience Analytics: The Key to Real-Time, Adaptive Customer Relationships

Customer Experience Analytics: The Key to Real-Time, Adaptive

Customer Relationships

By Dr. Arvind Sathi

First Edition

First PrintingOctober 2011

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ISBN: 978-1-58347-344-3

Dedication

In fond memory of Prof. P. N. Thirunarayana, who introduced me to
the fascinating world of Customer Experience Analytics nearly 34
years ago.

To Neena, Kinji, and Conal, who gave me the time, the
encouragement, and support in writing this book.

Dr. Arvind Sathi is the Global Communication Sector Lead Architect for the Information Agenda team at IBM. Dr. Sathi received his Ph.D. in Business Administration from Carnegie Mellon University and worked under Nobel Prize winner Dr. Herbert A. Simon. Dr. Sathi is a seasoned professional with more than 20 years of leadership in Information Management architecture and delivery. His primary focus has been in the delivery and architecture oversight of IT projects to communications organizations. He has extensive experience with many domestic as well as international communications service providers, as well as with other services industries.

Prior to joining IBM, Dr. Sathi was the pioneer in developing knowledge-based solutions for CRM at Carnegie Group. At BearingPoint, he led the development of Enterprise Integration, MDM, and Operations Support Systems/Business Support Systems (OSS/BSS) solutions for the communications market and also developed horizontal solutions for communications, financial services, and public services. At IBM, Dr. Sathi has led several Information Management programs in MDM, data security, business intelligence, and related areas and has provided strategic architecture oversight to IBMs strategic accounts. He has also delivered a number of workshops and presentations at industry conferences on technical subjects including MDM and data architecture, and he holds patents in data masking.

First and foremost, I would like to acknowledge the hard work from the Information Agenda community in creating a world-class reference material. I have heavily referenced the material here, including the Business Maturity Model, the Solution Architecture framework, and a number of case studies. I would like to acknowledge Bob Keseley, Wayne Jensen, and Mick Fullwood for conceiving the ideas and organizing the reference material. I would like to acknowledge Tim Davis for his encouragement and for providing financial services examples. The technical ideas were created with help from Paul Christensen, Beth Brownhill, Elizabeth Dial, Noman Mohammed, Rich Harken, Tommy Eunice, Daryl BC Peh, and Sam Iyer. Mehul Shah, Emeline Tjan, Steve Trigg, Don Bahash, and Jessica White have provided valuable business value analysis components in this book. I would like to thank the Communication Sector Industry Consulting team, Ken Kralick, Dirk Michelsen, Tushar Mehta, Richard Lanahan, Rick Flamand, Linda Moss, and David Buck for providing the opportunities, customers, and contributions to the CEA solutions. I am grateful to Anant Jhingran, Hamid Pirahesh, and Seeta Hariharan for their encouragement as I developed the material for this book and presented the CEA story.

Next, I would like to acknowledge the excellent work from the IBM Business Analytics and Optimization consulting team. In particular, Ravesh Lala, Aparna Betigeri, and Neena Sathi provided the ideas behind the Master Data Management (MDM) chapter through their consulting. I would also like to thank Mark Holste for collaborations and brainstorms on these solutions. John Held provided me with very valuable insight into predictive modeling, and the section on predictive modeling includes a number of his ideas and figures.

The IBM Software Group product teams provided the much-needed case studies and product examples. I would like to thank Roger Rea for his help on the InfoSphere Streams product, Maria Diecidue for her support towards MDM and Initiate, Andrew Colby for help on the Netezza Analytics Engine, Claudio Zancani for Optim Privacy, and Mike Zucker for SPSS.

I would like to thank Rajit Johri for a very insightful discussion regarding my Honda Insight and for providing me with automobile research information from his Ph.D. thesis.

I would like to acknowledge Anthony Behan for a number of thought-provoking ideas that went into my definition of Customer Experience Analytics.

I worked closely with the practitioners as I studied CEA business opportunities. This includes Azhar Mirza, Benafsha Irani, Bob Speer, Brian Clements, Carmen Allen, Dick LaRue, Imran Jan, Kedrick Brown, Gautam Shah, George Krieg, Jessica Ma, Jim Hicks, John Stacey, Josh Morton, Joshua Koran, Judith List, Krishnan Narayan, Lindsey Pardun, Mahesh Dalvi, Maria Pardee, Melodi Gates, Nick Carnovale, Nick Richmond, Sandeep Kulkarni, Steve Ward, Sumit Chowdhury, Sumit Singh, Teresa Jacobs, Tom Deffet, and Vinny Clements. I am grateful for the insightful discussions and implementations in understanding business opportunities as well as architectures for CEA. I would like to thank Girish Varma, Harsch Bhatnagar, and Sami Syed for their guidance and review of the book.

I would like to thank Sunil Soares for inspiring me to write the book. Gaurav Deshpande did a fair amount of work behind the scenes to help me get the book organized and funded. Susan Visser provided valuable help in organizing the publication process. Katie Tipton provided valuable publication and editorial guidance.

Last, but not least, I would like to thank my wife Neena Sathi, my daughter Kinji Sathi, and my son Conal Sathi for their inspiration, support, and editorial help.