Leistungen // Laterales Management
what do we actually mean when we talk about "data mining"?
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.
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.
will soon be superfluous?
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.
of process optimisations with psycho-behavioural
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.