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Big Data Analytics and Decision Management Set to Revolutionize the Customer Experience

By Benjamin Baer

How did the worst attended Major League Soccer (MLS) team turn it around, now packing an average of 19,709 people into its stadium that seats 18,467, with a waiting list for its 14,000 season tickets? It did it by turning insights (data that told it what was keeping its fans away) into actions (making its stadium feel more like a couch).

Sporting Kansas City developed a popular mobile app, which turns a fan’s smartphone into an in-stadium DVR, delivering the advantages of watching soccer at home to its fan base attending its games. The app also gathers reams and reams of information on its fans by tracking their activities inside the stadium – with their approval of course – which enables it to continue improving the fan experience.

Sporting Kansas City serves as good microcosm for extrapolating, more broadly, how savvy businesses will be able to use Big Data analytics and improved decision-making to revolutionize the customer experience. 

Today Big Data analytics and decision management technology is helping to drive strategy, processes and direction for many large enterprises. But for this technology to be game-changing it needs to provide a clear benefit the customer, and be delivered in a consistent and pervasive manner – it must feel natural to them. 

But consistency is a challenge. Every part of the enterprise must act in a consistent manner.  There is nothing worse than getting different responses or inundated with conflicting offers from different departments within an organization.

This inconsistency happens because traditional enterprise decision-making is often a centralized activity occurring in the C-Suite.  The agility,  seamlessness and consistency in implementing that decision often falls apart when communications doesn’t filter from the top to the bottom of the organization.  Unfortunately in these organizations it’s the bottom that is both closest to customers and the execution of a data driven strategy, and most likely to either misconstrue the strategy or execute the decision inconsistently with partners, suppliers and customers. 

The bigger issue at play is the misconception that decision-making is a top down activity in the first place.  In reality decisions should happen throughout an organization. That is easier said, than done.

To successfully use Big Data analytics and improved decision-making to revolutionize the customer experience, enterprises need to develop decision frameworks and guidelines that empower all their employees to make the best, most consistent decisions possible.  They need to turn to IT solutions that enable consistent decisions at all levels of the organization, and automate the decision-making process within their pre-defined frameworks and guidelines.   

Decision Management is now within the grasp of almost every business, regardless of size and budget.  Today we debuted the FICO® Solution Stack a collection of software products that includes the FICO® Decision Management Platform and three new analytic and decision studios, all available in the cloud and as on-premises software. The FICO Solution Stack is a critical part of our strategy to bring analytics and decision management to every type of business, helping them accelerate their use of Big Data and profoundly change their relationships with customers. Big Data is indeed a game changer but it can only have the positive impact if solutions are in place to quickly leverage, consistently communicate and enable organizations to use the data for agility, customer intimacy and strategic evolution.  Sporting Kansas City would never been able to turn around its abysmal attendance without this type of approach.

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