Leistungen // Laterales Management

what do we actually mean when we talk about "data mining"?

Major energy providers receive information about their customers through various channels: online, by email, phone and – even – by fax still. Experts tell us – on the basis of past experience – that of ten million customer contacts, six million are problem-free, 3.4 million are too slow and 600,000 are inefficient.

We are all familiar with this communication dilemma and have a fund of absurd stories of having to wait for ages, then being dealt with by less than competent staff, who provide varying advice or vague solutions etc. And although many customer contacts by phone are logged, emails registered, faxes filed and complaints dealt with, managers and directors often have no idea how many customer contacts in their company are satisfactory and what issues irritate their customers.

Two years ago, a fellow consultant from BRandP in Würzburg told us about DATA MINING and the spin-off of CELONIS from a university in Munich. This start-up set itself the objective of analysing customer contacts and subsequently drawing up a map of the company processes, which cluster the 600,000 inefficient processes and consequently give the energy supplier the opportunity to rectify related weaknesses.

Consultants will soon be superfluous?

By its own account, CELONIS now has 200 clients, 80 employees and a turnover of ten million euros. This turnover is generated by a software, which allows companies such as Edeka, Nestlé, Siemens, UBS or Vodafone to improve their processes. An investor recently invested an amount of 27.5 millions in the company.

DATA MINING is supposed to make management consultants such as McKinsey and Roland Berger superfluous, as any company that can analyse its own data will no longer need experts from outside. The leading management consultancy companies are aware of this and are therefore developing new digitalisation concepts with their clients. In 2014, for instance, Roland Berger developed the IT network TERRA NUMERATA
: experts are brought together in order to generate added-value for clients. The consultancy platform sees its role as a hub and playground for digital innovation and has been established in Berlin, the hip start-up stronghold. Other consultancy companies are pursuing similar approaches.

Combination of process optimisations with psycho-behavioural characteristics

CELONIS has other dreams, such as a unicorn with a turnover of a billion US dollars in four years. It is true that DATA MINING is still a niche market at present, but CELONIS is the market leader.

DATA MINING issues are currently also a topic for discussion in scientific psychology. In this context, the major issue revolves around: we no longer need quantitative surveys to analyse people’s behaviour, as there are enough data in the Net, which would provide a great deal of information more effectively than online surveys.

However, I believe that a combination of process optimisations and psycho-behavioural characteristics, as carried out by CELONIS, is a valuable addition to the digital process chain, as the makers of Industry 4.0 have it in mind. This dream could also feature a couple of unicorns.