How Big is "Big Data" in the Collective Customer Service Sector

Image for a moment that the aggregate of all Customer Service businesses that in sum total make it a business sector is the NSA.  It wants to know all possible information about the customer prior to the time of customer contact so that it may serve the customer better. 

That requires a broad "Big Data" database from which to draw customer information.  All possible recorded communication/contact interactions of that customer and related records of the content of interaction/communication.  All information and analytics specifically related to the specific customer seeking service available in real time triggered by a customer call.  Available even before that call is actually answered so that it may be directed to a selected Customer Service Representative with the greatest probability of success in resolving that customer's concerns.

All Customer Service businesses must certainly have some kind of existing customer service data base to operate from.  Some history of prior contact information.  Someplace to record individual contact information for future use if none currently exists.

Businesses share information with associated affiliates.  They may do that.  They may monetize their data base with an affiliate outsourced data aggregator that provides a aggregated industry "Big Data" data base accessible to all of the contributors.  That is exactly the model of the License Plate Recognition (LPR) data aggregator that was the subject of a prior blog post.  It aggregates the data as an outsourced function from independent LPR businesses to make a single data base available to the vehicle Repo industry.

Begin to imagine all the information that potentially could exist in a commercial aggregation of consumer data to a consolidated outsourced "Big Data" data base.

Imagine if it was the NSA imagining that instead of you.

The NSA might decide that it would be better to outsourced the collection, retention and access to that "Big Data" data base rather than either collect that information themselves or duplicate the collection of that same information.

The ideas in this blog beg the question:

Is there a "Big Data" aggregator business seeking to capture as an outsourced agency customer service information from industry players and offer to them as collective associates access to the "Big Data" data base to "enhance" the service their business provides to their own identified customers?

Who might "Big Data" aggregator be or who are the big players competing to be that single king of the "Big Data" business.

A single "Big Data" data base is as big as "Big Data" can get.

Who is or potentially will be the NSA of the Commercial Sector?  That business that will, by the nature of the advantage of "Big Data" be the single go to outsourced source.  By virtue of single single source of all information will dominate the consumer "Big Data" market?

Who will be by legal standing of an "Associate" business of any participating business entity the "Associate" that they may by law share customer information with?  The "Associate" that will emerge as the sole entity aggregating all the Big Data.

The nature of "Big Data" is that it is only the "Big Data" player if it has more than anyone else.  Or in other words, it has it all.  Any player that has less "Big Data" than another is a loser until the last "Bigger Data" player is left standing.

It is reasonable to conclude that there will eventually be a "Big Data" player for each industry sector.  Reading the writing on the wall there would be a single point of entry to "Big Data" that would have core consumer customer service information that would link to the specific industry (or that industry for which outsourcing participants pay to have access to) for which customer information is desired.

Associated with the "Last Big Data Consumer Data Aggregator Left Standing" is the application program and network system and marketing plan that the "King of Big Data" owns to accomplish their dominance.

TRG is a big player in Customer Service.  Some investigation would reveal the other contenders.

Globys is not a big player in Telecom and Financial Services industry sectors but I am sure there are a lot of wannabees that will fall along the way in the shake out.  One of those small players in this beginning game of "Survivor" may emerge.  A small player with a solid data aggregation and marketing system could be a dark horse.

"Globys is a big data analytics company that specializes in contextual marketing and reporting and analytics for telecom and financial service providers. Backed by 15 years of real-world success, our cloud-based technology solutions help companies increase revenues and retention by anticipating individual customer needs and dynamically delivering highly personalized experiences and contextual marketing campaigns."

"Globys"  sounds like a funny business name but so was Google.  The Globys motto:  Insight Into Action".  Hmmmm.....I like that!  Why couldn't the NSA come up with a customer oriented motto like that?  Definitely an institutional lack of imagination and humor.

 Place your bets.  The nature of the race course is obvious.  Big money will be made off "Big Data" in many ways.  The race course was designed by the big players that provide information systems like Oracle and the other big players.  Now it is the ones that apply those "Big Data" system capabilities to make money using them to Monetize the Big Data Base.

It looks like a horse race with one big winner.

That winner's stated objective is to maximize the Customer Service Experience.

For whom will it be maximized?

There are only two player in that relationship.

One of them is the "Customer Consumer".

You.
and,
Me.

The other player says the customer comes first?

NSA probably says that too in addition to "Total Information All the Time in Real Time".

How Big is "Big Data" in the Collective Customer Service Sector?

Strange:  Nobody reads this blog but as soon as I posted there were two page views.

Did I just become a customer to  "Big Data"?

Ironic speculation is simply fun!

How Big Data Can Improve Marketing and Customer Service 

"The ability to collect vast amounts of data on individual consumers—their consumption habits, their preferences, their interactions with the company—and then analyze those data sets for predictive behavior and proactively apply those insights both to your existing customers and to customers coming into your call center or your website or your agents office, [that's] the basis of competitive advantage in the future for the CMO because you can provide a better experience," says Matt Jauchius, CMO of Nationwide Insurance.