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Big data 2.0: software that knows what customers and employees think

“It’s the experience economy”, introduced as if nothing Bill McDermott, CEO Global SAP, the largest developer of European business software. The German colossus rival Oracle, just bought at US $ 8,000 million to Qualtrics, a company that created an intelligent system based on brief surveys, which allows to identify the emotions of the clients when they buy products and services, and which also serves to anticipate if a dissatisfied employee plans to leave the firm.

This complex use of large volumes of data is a new phase of Big Data and has been transforming corporate processes in areas such as banks, airlines, clothing, supermarkets, automotive and hotels. Even in Argentina there are companies that have already adopted the tool, including YPF, Banco Ciudad and Mercado Libre.

Qualtrics became part of the SAP ecosystem in January of this year. Founded in 2002 in a cellar in the city of Provo, Utah, this young company is a supplier to over 8,200 leading global brands, among which P & G, Coca-Cola, Volkswagen, Nike and Harvard. With such background, Qualtrics was the main attraction of the 30th edition of Sapphire Now, the largest annual conference of SAP, which this year was held in Orlando, USA, between May 7 and 9.

McDermott shared the stage with Ryan Smith, co-founder of the new jewel in SAP’s portfolio, along with his father Scott, a university marketing professor and his brother Jared. McDermott, at the time, considered that the purchase of Qualtrics “represents for SAP the same as Instagram meant for Facebook”, when in 2012 the social network disbursed US $ 1.2 billion.

Medallia, the company that competes in that market, celebrated the most. Emerged in 2001 from the Silicon Valley quarry (in San Mateo), it offers the same services for the management of the experience based on three complementary sources: surveys, business applications and social networks. “The Qualtrics operation is great news for us,” explains Santiago Ceria, the local Country Manager. For this executive, “the interest of SAP, a business software giant, validates the category.”

The management of the experience is a constant survey of the level of internal and external satisfaction of the companies. “It combines real time data from the companies themselves, public data (social networks) and short surveys,” says Damián Rabinovich, of SAP. The system of surveys, precisely, is the greatest novelty. In this sense, Rabinovich explains that are performed by the most appropriate route to the profile of the user (phone, SMS, mail, call center, vending machines and social networks), “to identify a mass of people, at the same time of consumption, the purest sensations “.

It is very simple questionnaires, from 2 to 20 questions that evaluate many areas of the company: quality products and services, brand value and human resources (quality of care and satisfaction in the company). On this last aspect, Claudio Muruzábal, president of SAP in the region, says that the rotation of ATMs in supermarkets is around 120%. “With this tool,” he added, “it is possible to anticipate if an employee is going to abandon us and allow us to improve the selection process.”

The results of the surveys, in “the management of the experience”, triggers “alerts automatically to the corresponding area, with the help of the artificial intelligence and the internal data of each company”, adds Rabinovich. An emblematic and very advanced case is that of the sportswear manufacturer Under Armor. With respect to that, Rabinovich explains “that the company, with the feedback of the clients, improves or adapts products according to the comments”.

Qualtrics and Medallia lead the trend, called by computer jargon as Operational Customer Experience Management. “Experience management is the new frontier for the best managed companies in the world,” said McDermott. The secret is to integrate in the same system the experience data (X) with the operational data of the companies (O). “The companies that will win will be those that understand how X data and O data combine to tell the story of what happens, why it happens and how to act in real time,” Smith said.

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