Business Goals
DIRECTV operates in highly competitive market that has high rates of customer churn (customers switching to a competitor). Its biggest challenges were minimizing churn and supporting need of its customer service representatives (reps) who aver-age 600,000 customer call per day and handle of huge volumes of transaction data. Every day over 10 terabytes of transaction data are compiled and made available in real-time reports to the reps. Consistent with the nature of its business, DIRECTV set the following goals: