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.