2. Customer management
Deloitte’s Thorsten Engel and his team worked with a telecommunications company to encourage more customers to self-serve via the web. Deloitte used more than 500 variables per customer that examined each transaction the customer had across all channels, and their outcomes, to create a self-organising map of their behaviour. This grouping could be used to find common pain points among customers, helping the company know what offers to target to them to achieve its goal of greater self-service.