Thursday, July 22, 2010

Customer Service Analytics Empower Predictive Process

The latest Forrester Wave on Customer Relationship Management (CRM) Customer Service Solutions includes 19 vendors in an in-depth market study, evaluated against 196 criteria. 

One of the key findings from this Forrester Wave is that a growing range of CRM vendors have incorporated deep analytics features into their customer service capabilities. Most provide embedded, out-of-the-box business intelligence (BI) features such as reporting, query, online analytical processing, dashboarding, scorecarding, and key performance indicators prebuilt to support their customer service applications. In particular, vendors such as Oracle, Microsoft, SAP, and Pegasystems/Chordiant offer embedded predictive models to drive real-time "next best offer" recommendations in call centers and portal-based customer service scenarios.

CRM and other operational business applications are increasingly incorporating "predictive process" technologies (see above chart) to drive adaptive, agile responses to changing circumstances.  Vendors are also embedding these agile technologies in their enterprise resource planning (ERP) and other line-of-business applications to leverage inline predictive models across diverse business processes, but many companies are  acquiring the underlying components from disparate vendors and integrating it all themselves. See Forrester Wave on Predictive Analytics and Data Mining (PA/DM) solutions for an in-depth discussion of commercial solutions for predictive analytics that may be deployed into many business processes.

James Kobielus, one of the authors of the study, provides more detail at Intelligent Enterprise.

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