How to Use Pervasive Business Intelligence to Transform Your Business

3. Consistent multichannel marketing

Banks have dreamed for years of having "one voice to the customer" though the branch, Website, call center, ATM, etc. But stovepiped databases and applications make this nearly impossible. With pervasive BI, the bank Website could offer a "Wealth Management Planning Checkup" for customers, with recent major decreases shown in their portfolios.

Even the ATM can be customized to support this campaign. This can be done using a special screen on the ATM targeting any customers who did not already react to the Web offer (that is, the offer that had asked them to come into the bank for an appointment with an available wealth management specialist).

4. Optimizing customer service under intense pressure

In many cases, it is not sufficient to only optimize assets. Since not all passengers or freight are equal, factoring in customer satisfaction, past experiences and possibly other aspects of the current experience (for example, "You will make it home on the flight but your luggage may not.") again uses up-to-date information to provide optimized passenger handling lists that can be used by gate agents and call centers.

Or, instead of the nonsensical question, "Would you like to stay home from one to five in the afternoon to wait for your appliance delivery?," more precise delivery estimates can be provided in real time. Putting these together provides optimal asset allocation along with preferred customer analytics and actions in real time. With active warehousing, you don't lose valuable customers or money either. You can also build in complex conditional triggers and algorithms so that customer lifetime value is a critical factor.

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