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Chapter 11. Business Intelligence: The N... > Business Intelligence Applications i...

Business Intelligence Applications in the Real World

Every company sits on a wealth of data. The question is how to transform this wealth into knowledge capital and profit. Knowledge applications help organizations understand customer buying patterns, identify growth opportunities for sales and profit, and improve overall decision making. Successful KM enhances profits in

  • Customer service. A company's service function often encompasses the key customer touchpoints necessary to run a successful business. Examples are customer inquiries, order fulfillment, and problem resolution. We use an example from the telecommunications industry to illustrate how BI can benefit customer service.

  • Business planning. A company's business-planning function examines the company's operations, including customer service, in order to determine how company operations could be streamlined in order to achieve higher levels of customer satisfaction. We use a retail example to illustrate BI's business-planning benefits.

  • Business operations. A company's operations attempt to deliver efficiency and quality to both its internal and external customers. Business operation strategies differ across industries. For example, determining the efficiency and quality of operations in the banking industry might focus on ATM and online transactions. In the telecom industry, the focus might be on phone calls; and for the retail industry, the focus might be on a strategy to include supply chain management. We use a healthcare industry example to illustrate BI's potential benefits to business operations analysis.


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