Digital Disruption & the Demand for Real-time Decision Support
The rapid growth of mobile device usage for personal use and work has led to the “Consumerization of IT” and has fueled digital disruption across many industries. Responding to digital disruption isn’t about creating a list of digitization priorities; it’s about identifying vulnerabilities and value-creation opportunities.
For telecom companies, going digital can mean moving the network into an IT-centric and more software-driven environment. It can mean completely digitizing front ends, making self-service the norm for customers. It can mean building a true omnichannel experience for customers, where they can interact with the company on whatever mix of channels they choose.
Like customers, business users expect the right data, at the right time, at the point of decision. This means insight must be available on any device. Just as organizations are focused on delivering an omnichannel experience to their customers, analytics organizations need to focus on an omnichannel experience for their users.
Consumer vs Enterprise Analytics
Consumer Analytics are less complicated and more simple to design and deliver on a mobile device, while Enterprise Analytics can be far more complex with analysis on several dimensions and time events. This makes it even more important to give key decision makers the right information and not overload them.
Mobile platforms provide additional features like bar code scanners, GPS, voice-activated searches, video capabilities and real-time alerts. These produce a new data input stream to improve business processes or, in some cases, enhance analytics for better decision-making.
Telecom service providers have been slow to adopt mobile platforms internally and externally. For those that are just beginning the mobile journey, start with frontline employees.
Here are some of the common business use cases of mobile enterprise analytics for MVPDs:
- Decision Makers On the Go: Executives, department heads, or process managers who are a part of any approval process use a mobile form on their devices to validate the data and complete the approval process. This speeds up the business process and also can provide delay alerts.
- Executive Dashboards: Executives view Key Performance Indicators (KPI) metrics and want the ability to drill down to the more granular data. Mobile devices provide a user-friendly interface (pinch zoom, double tap, single tap) to browse through various levels of information.
- Customer-Facing Employees: Employees in customer-facing roles on shop floors and in field operations need information at their fingertips to provide the best customer experience. With information on issue resolution, products, and promotion details, front-line employees can provide the customer what they need when they need it. When real-time analytics are incorporated, supervisors can boost employee performance and improve operational efficiency.
- Inspection and Incident Management: Certain jobs (Store Inspector, Mystery Shopper) on the field need the employees to input specific data which includes images, video, and location details. All this information can be directly entered into a form on the mobile device and uploaded to the data storage systems.
Design and User Adoption
A well-designed Mobile BI app can boost user adoption at twice the rate of traditional BI, but it is important to remember that it is still a veneer that makes data look good. There is no substitute for high quality data.
There is still work, however, to upskill analytics staff. The new analytics organization must include talent with expertise in customer experience and user interface.
Mobile BI User Interface design is one of the key elements in driving user adoption. The time-tested principle is to keep it simple, intuitive, and streamlined. Many UX designers often overlook the simple concept that “less is more” in Mobile design. There is a cognitive cost for every extra onscreen element.
The good news is that most business intelligence platforms now include native mobile apps, making multidevice delivery of analytics simpler than in the past.
The success of Enterprise Mobile BI depends on good quality data, design, and “game-changer” use cases. However, true success is evident when the users (decision makers) become your Mobile BI Evangelists.
Exposing data via mobile devices brings the right data, at the right time, to the point of decision. Mobile BI is a key enabler for insight-driven organizations to embed analytics into the organization.