eCourier, a UK-based courier company, faced challenges in managing its exponential growth.

As
the company expanded its operations, it became crucial to optimize delivery routes, manage
customer inquiries, and track courier performance.

To address these challenges, eCourier implemented a business intelligence solution provided by

Cablecom, a communications service provider. This solution included real-time dashboards, data
analytics, and reporting tools. The system integrated data from various sources such as GPS
trackers, call center logs, and customer feedback.

By using business intelligence, eCourier was able to optimize its operations and improve
customer satisfaction. Real-time dashboards enabled managers to monitor courier locations and
performance, allowing for quick adjustments in routes and schedules. Data analytics provided
insights into customer preferences and trends, allowing the company to personalize services and
target marketing campaigns effectively.

Customer inquiries were efficiently managed through the integration of call center data, enabling
prompt responses and higher customer satisfaction. The analysis of customer feedback helped
identify and resolve potential issues proactively.

The benefits of implementing business intelligence were not just limited to operational
efficiencies but extended to financial gains as well. By optimizing routes, eCourier was able to
reduce fuel consumption and lower transportation costs. The company also leveraged data
analytics to identify revenue opportunities and optimize pricing strategies.

To ensure the success of the business intelligence solution, eCourier partnered with Bryan Cave,
a global law firm specializing in business technology. Bryan Cave provided legal advice on data
privacy, security, and compliance, ensuring that eCourier's business intelligence solution adhered
to regulatory requirements.

In conclusion, eCourier's focus on operational business intelligence, enabled by Cablecom's

solution and supported by Bryan Cave's expertise, proved to be a game-changer for the company.
The integration of real-time data, analytics, and reporting tools allowed for optimization, cost
reduction, and improved customer satisfaction. By embracing business intelligence, eCourier
successfully delivered value to its customers and achieved its goal of ensuring happiness for all.

The company then turned to a business intelligence solution provided by eCourier, which uses
predictive analytics to identify potential customer churn. This solution proved to be much more
accurate, with a success rate of around 90 percent.

By harnessing the power of business intelligence, Cablecom was able to proactively address
customer dissatisfaction and reduce the risk of customer churn. The company was able to
identify patterns and trends in customer behavior, allowing them to intervene and address issues
before they escalated. This proactive approach not only improved customer satisfaction but also
saved the company the cost of acquiring new customers.

The success of this business intelligence solution showcased the importance of leveraging data
and analytics to gain valuable insights into customer behavior. By understanding customer needs
and preferences, companies can tailor their offerings and provide a more personalized
experience, thereby increasing customer loyalty and retention.

Overall, the case study highlights how operational business intelligence can be a game-changer
for companies in the service industry. By using real-time data, analytics, and predictive
modeling, businesses can optimize operations, improve customer satisfaction, and achieve
significant cost savings.

could manually calculate and analyze data to determine pricing based on square footage, but
using business intelligence tools makes the process much more efficient and accurate. The tools
provide the ability to gather, analyze, and visualize data quickly, allowing for easy comparison
and identification of patterns and trends.

In the case of Bryan Cave, the use of business intelligence tools enabled the lawyer to determine
the feasibility and profitability of implementing per-square-foot pricing for their clients. By
leveraging historical data and using modeling tools, they were able to assess the potential risks
and rewards associated with this pricing model.

Without the use of business intelligence tools, this analysis would have been time-consuming
and prone to human error. The tools automate the data analysis process, providing reliable and
actionable insights that can inform decision-making and pricing strategies.

Overall, the case study demonstrates how business intelligence tools can empower professionals
to make informed and data-driven decisions, leading to more efficient pricing models and
improved client satisfaction.
 1. How do information technologies contribute to the business success of the companies
depicted in the case? Provide an example from each company explaining how the
technology implemented led to improved performance.

In the case of eCourier, the implementation of information technologies, such as GPS-enabled

handhelds and online booking systems, contributed to the company's business success. These
technologies improved performance by enhancing operational efficiency and customer
satisfaction. For example, the GPS-enabled handhelds allowed eCourier to track courier
locations in real-time, enabling quick adjustments in routes and schedules. This optimized the
delivery process and reduced the chances of late deliveries or lost packages, leading to improved
customer satisfaction. Additionally, the online booking system made it easier for customers to
book and track their deliveries, eliminating guesswork and providing transparency, further
enhancing customer experience and loyalty.

In the case of Cablecom, the implementation of business intelligence software, specifically

SeeWhy, played a crucial role in the company's success. SeeWhy enabled Cablecom to quickly
generate customer data and identify potential issues in real-time. This technology allowed the
company to proactively address customer dissatisfaction and reduce the risk of customer churn.
By analyzing customer behavior and trends, Cablecom could intervene and resolve issues before
they escalated, leading to improved customer satisfaction and retention. This technology also
provided Cablecom with valuable insights into customer preferences and allowed them to
personalize services and target marketing campaigns effectively, further enhancing business
performance.

In the case of Bryan Cave, the implementation of business intelligence tools revolutionized their
billing strategies and client value delivery. By leveraging these tools, the company could analyze
collected fees and profit data easily, enabling a more optimized pricing structure and staffing
allocation. This technology allowed Bryan Cave to create customized pricing models for clients,
addressing their specific needs and delivering perceived value accurately. For instance, the use of
business intelligence tools helped one lawyer determine the feasibility of charging clients based
on the size of their projects, resulting in per-square-foot pricing. This innovative approach
satisfied client demands for pricing transparency and optimized profitability for the law firm.

Overall, the implementation of information technologies in these companies led to improved

performance by enhancing operational efficiency, customer satisfaction, and pricing strategies.
These technologies enabled them to leverage data and analytics for better decision-making,
ultimately contributing to their business success.
 2. In the case of law firm Bryan Cave discussed above, the use of BI technology to improve
the availability, access, and presentation of existing information allowed them to provide
tailored and innovative services to their customers. What other professions could benefit
from a similar use of these technologies, and how? Develop two different possibilities.

Two other professions that could benefit from the use of business intelligence (BI) technology
are healthcare and retail.

1. Healthcare: BI technology can greatly benefit the healthcare industry by providing insights
into patient data, improving operational efficiency, and enhancing patient care. Two possibilities
for its use in healthcare include:

a) Patient Care Analytics: BI technology can analyze patient data, such as medical records and
treatment plans, to identify patterns and trends. This can help healthcare professionals make
more informed decisions regarding patient care, such as personalized treatment plans, preventive
measures, and early detection of diseases. For example, BI tools can analyze patient data to
identify individuals at higher risk for chronic conditions and provide targeted interventions to
manage their health more effectively.

b) Resource Optimization: Healthcare providers can use BI technology to optimize resource

allocation, such as staff scheduling and equipment inventory management. By analyzing data on
patient volume, wait times, and staff performance, BI tools can identify bottlenecks and areas for
improvement, allowing healthcare organizations to allocate their resources more efficiently. This
can help reduce wait times, enhance patient satisfaction, and optimize healthcare delivery.

2. Retail: BI technology can revolutionize the retail industry by providing valuable insights into
customer behavior, optimizing inventory management, and driving sales and marketing
strategies. Two possibilities for its use in retail include:

a) Customer Analytics: BI tools can analyze customer data, including purchase history,
preferences, and demographics, to identify customer segments and purchasing patterns. This
information can then be used to personalize marketing campaigns, improve inventory
management, and enhance customer loyalty programs. For instance, retailers can use BI to
identify patterns in customer purchases and offer targeted promotions or product
recommendations in real-time.

b) Supply Chain Management: BI technology can optimize supply chain operations by

analyzing data on product demand, inventory levels, and transportation logistics. This enables
retailers to forecast demand accurately, ensure optimal stock levels, and streamline the supply
chain process. For example, BI tools can analyze historical sales data and external factors like
weather patterns or seasonal trends to optimize inventory levels and prevent stockouts or excess
inventory.
In both the healthcare and retail industries, the implementation of BI technology can provide
valuable insights for decision-making, improve overall operational efficiency, enhance customer
satisfaction, and ultimately drive business success.

3. Cablecom developed a prediction model to better identify those customers at risk of

switching to other company in the near future. In addition to those noted in the case, what
other actions could be taken if that information were available? Give some examples of
these. Would you consider letting some customers leave anyway? Why?

If Cablecom had information on customers who were at risk of switching to another company,
they could take several actions to mitigate the risk and retain those customers. Here are some
examples:

1. Personalized Retention Offers: Cablecom could offer personalized retention offers to

customers who are at high risk of switching. These offers could include discounted rates,
upgraded services, or additional incentives to encourage customers to stay with Cablecom.

2. Proactive Customer Service: Cablecom could assign dedicated account managers or

customer service representatives to at-risk customers. These representatives could reach out to
customers, address their concerns, and provide personalized assistance to resolve any issues they
may be facing. This proactive approach can help build a stronger relationship with the customer
and increase their loyalty.

3. Service Improvement Initiatives: Cablecom could use the information to identify common
reasons for customer dissatisfaction and take specific actions to address those issues. For
example, if customers are frequently experiencing service outages or slow internet speeds,
Cablecom could invest in infrastructure upgrades or implement measures to improve service
reliability.

4. Targeted Communication Strategies: Cablecom could develop targeted communication

campaigns to educate at-risk customers about the company's unique value proposition, the
benefits of staying with Cablecom, and any recent improvements or new services. By effectively
communicating the value they provide, Cablecom can reinforce customer loyalty and convince
them to stay.

5. Letting Some Customers Leave: In some cases, it may