CIO 100: How Thermo Fisher Mines Customer Feedback to Improve Service
"The understanding is that we have structured information, but the amount and degree of structured information is aggressively going to go down as an overall proportion of information that's available. For us, it meant we needed to think more about federated data," Annab says. That meant leaving the data where it was and working to actually get insight from what was searched for, he adds.
Tetu says Coveo combines data from various content platforms to provide that 360-degree view and experience for the customer by allowing typically siloed content platforms to communicate with each other.
Employees can better serve customers by finding the right data at the right time. Externally, too, there is a benefit for the online customer. When a customer logs on, in most scenarios he or she can be identified, classified and routed to specific pages.
Coveo allows what are typically siloed content platforms to communicate with each other, Tetu notes. This can provide a 360 degree-view and experience for customers.
Take online Web content management systems (CMS). In the enterprise there is very little ability to federate content for a customer outside of content that resides in the CMS platform. By indexing content from multiple systems-including the Web CMS, the CRM system and other databases-a more complete view of the customer is available, and employees can better serve customers by finding the right data at the right time.
There is also a benefit for the online customer when using the Web-based self-service system. When you log on as a customer, in most scenarios you can be identified, classified and routed to specific pages so you, too, sees the right information at the right time.
Case Study: Coveo an Ingredient in Yum Brands' Recipe for Global Collaboration
Using Coveo, CA Technologies federates information from 24 different systems on its global website. The company says it has 150,000 customers who can authenticate themselves as soon as they log in. By indexing data beyond just the siloed CMS data that most online systems are restricted to using when creating customer profile and Web self-service options, the company knows who you are, what you searched for, the product SKUs you purchased or looked at and your recent tech support issues. Through the federated data sources, the company can also see the content that "customers like you" care about and then offer recommendations to further improve the overall customer experience.