By successfully acquiring customers rapidly, the company faced the challenge of compiling huge volumes of transaction data, which is generated every day from customer calls, and making real-time reports available to call center representatives (reps). These reports would be used for providing or measuring
customer service, attracting new customers, and preventing customer churn, in which customers switch to a competitor’s service. Managers also needed access to reports that detailed the purpose and outcome of customer calls and other call cen- ter activity metrics.
The IT that could meet all of its data and reporting requirements was an operational BI. Operational BI is a key means of enabling front-line workers and operational man- agers to spend less time struggling to locate and access infor- mation and more time on activities that benefit the business, such as improving efficiency and customer service.