DIRECTV’s business model is based on great customer serv- ice and competitive rates for TV service. Acquiring and retain- ing customers are priorities, which are done with aggressive advertising and various incentives depending on the situation. Accurate real-time information and the ability to take action are vital to this business model.
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 prov