HP turns 2.5 billion customer transactions into customer intimacy
At HP, one of the world’s leading makers of computers and peripherals, “Big Data” is reshaping customer relationships and business operations. Each year, HP conducts approximately 2.5 billion interactions: customer calls, Web visits, emails, chat sessions, and even more customer touches through retail partners – all generating massive amounts of service tickets, questions, complaints, and suggestions. The result: a 900 TB data warehouse with 360 million customer records growing by millions each month.
"Customer insights aren't worth a dime unless they are actionable," Dhore said. "We talk about 'information asymmetry' – that gap between what we know about the customer and what we want to know. With SAS analytics, we can close that gap and achieve customer intimacy, so that we know more than our competitors to meet needs more effectively, reduce operational complexity – and take action."
Project Fusion: Understanding events as they happen
"Beyond looking at the past and predicting the future, we want to understand major dynamics of our business as they happen," said Dhore. "If there's something good happening, we want to amplify it, and if something is not happening the way we want, we need to respond quickly. That's why we created Project Fusion – using software from SAS and HP Labs – to do granular analyses of the valuable unstructured data in our social media channels."
“Typical social media analyses only give a simple positive/negative rating,” he explained. “But what if the consumer says, ‘I love the printer, but I don’t like the paper tray’? Project Fusion pulls out assessments on dozens of features and attributes – paper tray, software, ink cartridges or others. We score each one from -10 to +10 and convert that data into a structured database for statistical analyses. That helps us assess future product requirements and even anticipate service issues in the call center with pre-scripted responses.”
As a result of its success, HP plans to roll out Project Fusion for more than 200 additional products.
Marketing performance and ROI soar
"We have to be careful with this information, because there's a fine line between customer intimacy and customer privacy," Dhore said. "The distinction is this: Is it in the customer's interest? If you're providing value, customers appreciate your knowledge of their interests and needs.
The results illustrated in this article are specific to the particular situations, business models, data input, and computing environments described herein. Each SAS customer’s experience is unique based on business and technical variables and all statements must be considered non-typical. Actual savings, results, and performance characteristics will vary depending on individual customer configurations and conditions. SAS does not guarantee or represent that every customer will achieve similar results. The only warranties for SAS products and services are those that are set forth in the express warranty statements in the written agreement for such products and services. Nothing herein should be construed as constituting an additional warranty. Customers have shared their successes with SAS as part of an agreed-upon contractual exchange or project success summarization following a successful implementation of SAS software. Brand and product names are trademarks of their respective companies.
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Vice President of Global Customer Intelligence
HP captures petabytes of data on 2.5 billion customer transactions. It sought smart ways to derive insights from that data and achieve a 360-degree view of its customers to be more responsive and competitive.
SAS Enterprise Miner
By achieving a 360-degree view based on its Big Data, HP has seen a 20 percent incremental ROI across campaigns. Orders shipped have increased by 50 percent in three years, and the overall operating profit of the HPDirect.com store has increased by more than 50 percent.
“Routines that took weeks or months to run now generate answers in seconds or minutes. With SAS, we're accurately scoring more than 100 million customers in seconds to target our marketing and service efforts. SAS has the software to handle the data and provide cutting-edge statistical, analytical, and visualization tools. No other software company in the world has that combination.”
Vice President, Global Customer Intelligence