New big data trend tracks ‘digital footprints’

When Dutch financial services group APG tried to understand better why clients rang up its call centre, they noticed a small group taking up a lot of time: a high number of divorcees had been calling in the run-up to their legal separation, asking an expert to explain the intricacies of pension entitlements.

This was unwelcome news for APG: each call cost an average of €13 and it already had a website which it thought was tailored to clients, so calls were unnecessary. “We were trying to find out: why do people need to call three or four times, in some cases even more?” says Rachid El Hasnaoui, a business intelligence specialist at APG.

Author: Patrick McGee


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